The whole premise of advertising is that it allows for content to grow , not an ideal platform for a platform seeking to build a successful ad business . To combat this platform has told advertisers that it plans to develop measurement capabilities by partnering with data firms such as Sizmek , Nielsen , Datalogix and Moat . Snapchat only began advertising on the platform a year ago using video ads , however some customers were concerned they were paying for ads that were not being advertised . The company 's addition of a measurement tool could help build advertisers ' confidence in Snapchat , as the data would show if the ads were working or not . Snapchat is also thought to be working on its targeting capabilities in its push to be recognised as a serious advertising platform .
The whole premise of Snapchat is that it allows for content to disappear, not an ideal characteristic for a platform trying to build a successful ad business. To combat this Snapchat has told advertisers that it plans to develop measurement capabilities by partnering with data firms such as Sizmek, Nielsen, Datalogix and Moat. Snapchat only began advertising on the platform a year ago using video ads, however some brands were concerned they were paying for ads that were not being viewed. The company's addition of a measurement technology could help build advertisers' confidence in Snapchat, as the data would show if the ads were working or not. Snapchat is also thought to be working on its targeting capabilities in its push to be recognised as a serious advertising platform.