Snapchat is aiming to offer advertisers a more detailed understanding of what they are getting for their money after launching an Integral Ad Science (IAS) service. The new service, which will be available in the coming weeks, allows marketers and ad buyers to see how many times users have interacted with ads on the app, as well as whether those interactions were positive, negative Nick Morley, the managing director of IAS, said the reassurance and transparency offered by the service made it extremely popular with companies.
Snapchat is aiming to offer advertisers a more detailed understanding of what they are getting for their money after launching an Integral Ad Science (IAS) service. The new function will allow advertisers to analyse the percentages of in-view ads, fraudulent views and completed views of their campaigns after a beta version of the technology was successfully trialled by more than 50 brands over six months. Nick Morley, the managing director of IAS, said the reassurance and transparency offered by the service made it extremely popular with companies.