Snapchat brings on board DoubleVerify as viewability and brand safety partner

Snapchat has tied up with DoubleVerify (DV), a digital media measurement software and analytics platform, to authenticate ad viewability and prevent digital ad fraud and sophisticated invalid traffic (SIVT). With this partnership, brands can authenticate the quality of Snapchat campaigns using DV’s viewability and fraud verification technology and data, helping to maximise campaign effectiveness.

According to the release, DV is the only verification provider with coverage that extends across Snapchat’s Filter, Lens, Snap Ad (display and video), and Story Ad formats. In addition to Snapchat, DV also partners with Facebook, Instagram, YouTube, and Twitter.

Wayne Gattinella, CEO of DoubleVerify, said the company's mission is to give advertisers clarity and confidence in their digital investment across buying platforms, channels, and media formats. He added that the partnership with Snapchat deepens DV's quality coverage across the social media ecosystem.

“Measurement across platforms can vary dramatically. DV uses consistent evaluation standards across environments – including web, mobile app and social, making it easier for advertisers to benchmark performance across their entire media plan," Gattinella said.

Last year, DV also tied up with InMobi to offer always-on fraud filtering and measurement for mobile in-app advertising campaigns across the InMobi Exchange globally. The partnership covers all regions globally, except for the China market.

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