- Snap has teamed with Integral Ad Science (IAS), the worldwide media measurement and optimization platform, to develop a post-campaign brand safety reporting solution, based on separate announcements.
- The solution leverages IAS’s AI-driven Total Media Quality Brand Safety and Suitability Measurement product to supply advertisers transparency into the proportion of protected and suitable content their ads appear against. The feature can be available in the approaching months.
- Snap moreover announced a first-party tool on the pre-campaign level designed to assist advertisers ensure their ads are shown alongside optimal content, specifically for creator mid-roll ads. The announcements from Snap arrive because the platform continues to expand its advertiser opportunities.
Snap is constant its quest to distance itself from other social media platforms, first with an promoting campaign, which included its debut Super Bowl appearance, declaring that the world needs “Less Social Media. More Snapchat.,” and now through the assertion to advertisers that its platform may be trusted in terms of brand safety. The content that advertisements run against has been an ongoing concern by marketers, especially as poor content proves to have negative impacts on the well-thought-out ads that neighbor it.
Together, Snap and IAS will leverage the latter’s AI-driven brand safety product to develop a reporting solution offering advertisers transparency into the proportion of protected and suitable content their ads appear against. The tool can be aligned to the Global Alliance for Responsible Media and is supposed to offer advertisers the advantage of third-party validation.
“We are excited to partner with Snap to deliver best-in-class measurement solutions for marketers to safeguard and scale their businesses on Snapchat,” said Lisa Utzschneider, CEO of IAS, in press details. “Snap is concentrated on developing ad offerings in a premium and protected content ecosystem, and our partnership will give advertisers actionable data to maximise their investment across Snapchat.”
Along with its announcement, Snap also revealed that it recently worked with IAS to conduct a measurement sample study on the advertiser suitability of its public content including its Spotlight and Creator Stories. IAS found that each Spotlight and Creator content on Snapchat is 99% brand protected.
The effort with Snap and IAS marks an expanded partnership between the 2. IAS currently serves as a member of the Snapchat Brand Safety Coalition and has an existing partnership with the corporate focused around driving greater transparency and media quality measurability of in-app photos and videos.
Joining its IAS brand safety solution, Snap also unveiled a first-party tool that permits advertisers to make sure their ads are shown alongside probably the most premiere content on Snap, specifically for creator mid-roll ads. The brand safety tool will give advertisers the alternative so as to add one other layer of protection through a filter which, if turned on, ensures ads appear near content that has passed through additional brand safety moderation filters.
Snap plans to further enhance the pre-campaign solution over the approaching months and intends to supply additional transparency later this yr. The move comes as Snap continues to shore up additional advertiser opportunities. It recently named Samba TV its preferred measurement partner to permit entertainment marketers to raised track viewership conversions generated by Snapchat campaigns. Last fall, the corporate launched a latest suite of ad solutions, called Creator Collab campaigns, designed to make it easier for brands to work with its creator community. Additionally, Snap launched its Creator Stories placement last yr.
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