Brands
Snap and IAS team up to make ads crystal clear
MUMBAI: Snap and Integral Ad Science (IAS) are taking transparency to a new level, giving advertisers something worth snapping about. The duo has expanded their measurement partnership to cover every corner of Snapchat, including the app’s most intimate space, the chat feed.
The move means advertisers can now measure viewability and invalid traffic (IVT) for sponsored snaps and chat feed ads, ensuring their campaigns reach real users in brand-safe environments. With this update, IAS now offers full coverage across all Snapchat ad formats and devices, from stories to AR lenses.
“Advertisers want to reach Snapchatters through authentic, measurable campaigns,” said Snap Inc global director, Ad partnerships group Fintan Gillespie. “With Sponsored Snaps, we’re giving brands even more ways to connect, while ensuring trusted third-party verification through IAS.”
IAS CEO Lisa Utzschneider added, “We’re committed to giving advertisers transparency wherever they spend. Expanding our partnership with Snapchat shows our shared focus on verification, brand protection and campaign performance.”
IAS’ total media quality solution for Snap gives brands access to advanced metrics like Time-in-View, IVT rates, and brand suitability reports, all powered by machine learning that analyses image, audio and text frame by frame.
Since joining forces in 2018, IAS and Snap have steadily widened their measurement suite, from viewability and invalid traffic tracking to brand safety and attention measurement. This latest update cements their collaboration as a gold standard for accountable, engaging advertising in the social space.
