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While Snap’s stock price has continued to slip and the company has been under fire from investors uncertain that it can keep up with Facebook and Instagram, the company’s measurement game is expanding to arm advertisers with sophisticated metrics that helps Snapchat compare itself with all other media.
Snapchat is launching a measurement program today that specifically addresses marketing mix modeling, or MMM, with four data companies: Neustar Marketshare, Nielsen, Analytic Partners and Marketing Management Analytics.