Martech: Martech is Marketing Logo
  • Topics
    Digital Transformation
    Marketing Operations
    Data
    Customer & Digital Experience
    Performance Marketing
    Marketing Management
    Special Reports
    MarTech Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech
    Mission
    Staff
    Newsletter
    Search Engine Land
    Third Door Media

Processing...Please wait.

MarTech » Performance Marketing » Snapchat integrates with Comscore to measure Discover channel traffic

Snapchat integrates with Comscore to measure Discover channel traffic

The third-party measurement firm will show publishers' reach on Discover.

Amy Gesenhues on November 7, 2018 at 4:57 pm

Snapchat is partnering with Comscore to allow the firm to measure publisher reach for their Discover channels, the companies announced Monday. The integration means advertisers will have independent measurement data on Discover channels and be able to consider Discover traffic in publishers’ overall audience size in Comscore’s Media Matrix platform.

Why marketers should care

This is the first time Snapchat Discover audiences will be measured by a third-party. Discover audience data had previously only been available from Snapchat itself.

By including the Discover traffic in the Media Matrix, advertisers will have a more complete view of total audience numbers for publishers.

“It used to be very easy to look at your ratings for TV or your circulation for print, and you’d have that one number to focus on. This integration helps advertisers get a better understanding of how many people their media partners reach,” Snapchat’s VP of content Nick Bell told the Wall Street Journal.

Last month, Snapchat had a record-breaking quarter revenue-wise, but its daily active users dropped by two-million. Access to independent measurement data from Comscore could help Snap build credibility and awareness around Discover.

More on the Snapchat Discover

  • Snap’s Discover audience data will be available to Comscore subscribers beginning mid-November, according to reports.
  • In recent months, Snapchat has launched two new features for Discover publishers: In July, it introduced an ad marketplace for a select group of Discover publishers to monetize content. In September, it enabled more than 20 of publisher partners to crowdsource Our Stories content and embed the Stories on websites and other social channels.
  • More than 55 publishers and content creators develop Discover shows, but Bloomberg reported last month that Conde Nast had pulled its Vogue, Wired and GQ Discover channels.

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    Processes, visibility and optimization: The keys to digital marketing transformation
    Webinar: Grow revenue streams through web accessibility and compliance
    How to turn the great buyer resignation into B2B career opportunities
    HubSpot customers paying 12% more than in 2021
    Closing your team’s technical gap without hiring

About The Author

Amy Gesenhues
Amy Gesenhues was a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy's articles.

Related Topics

Performance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

September 28-29, 2022: Fall

Start Training Now: Master Classes

Start Discovering Now: Spring



The SMX Conference logo.

Start Training Now:: SMX Advanced

November 14-15, 2022: SMX Next

March 8-9, 2022: Master Classes

Webinars

Agencies: Grow Revenue Streams Through Web Accessibility & Compliance

Protect Your Paid Advertising Spend Against Ad Fraud and Invalid Traffic

Build an Integrated Search Strategy Across Google, Amazon and YouTube

See More Webinars
Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

See More Intelligence Reports
Featured White Paper

Digital Marketing Strategy Ebook

See More Whitepapers

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Terms Of Use
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.