November 5, 2018
Data measurement firm Comscore Nov. 5 announced a partnership with Snap to integrate Snapchat Discover traffic into Comscore’s digital audience measurement. The deal is expected to better qualify Snapchat traffic on both owned-and-operated and distributed content platforms.
“We are committed to helping our partners and advertisers have a better understanding of their audience in order to build long-term, sustainable business models,” said Nick Bell, VP of content at Snap, said in a statement. “Our integration with Comscore is another important step in our continued progress towards establishing valuable measurement practices.”
Indeed, Comscore in February said that 63% of U.S. households (59 million) with high-speed Internet streamed an average of 50 hours of OTT video that month – ranging from 20 minutes to more than three hours per day.
Better understanding its audience has been a priority since the social media platform earlier this year redesigned the Snapchat Discover app, including separating content – including video – from friends, celebrities and publishers into different categories.
The move angered many Snap users, including reality TV star Kylie Jenner, whose tweet that she didn’t use Snapchat much anymore resulted in a $1 billion market valuation drop.
Comscore said the new partnership affords a more “holistic” view of audience scale, with the addition of audience viewing of publisher’s content on Snapchat, to traffic from the publisher’s own entities.
“With so many consumers viewing content through social platforms, it’s vital that this consumption is adequately accounted for,” said Dan Hess, chief product officer at ComScore. “We are excited to partner with Snap to integrate Discover traffic into our digital audience solutions so both publishers and media buyers have a more complete view of audience size, engagement, and potential value.”