Comscore Adds Limited Measurement Tool for Snapchat Discover

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Nov. 5, 2018 - Benjamin Mullin of WSJ writes: Publishers are about to get more credit for all the viewers who watch their Snapchat Discover channels, though advertisers will still have to wait for audited numbers on specific shows.

Snap chat parent Snap Inc. is rolling out a new partnership with Comscore Inc. that enables the measurement company to tabulate viewership for each publisher’s total audience in Snapchat Discover, a section of the photo and video-messaging app where users can view stories published by media companies.

Those numbers will be made available to media companies and advertisers through comScore’s Media Metrix platform, a scoreboard for audiences across various media. Comscore won’t break out viewership for Snapchat Discover directly but will instead add Snapchat Discover viewership to a publisher’s aggregate audience totals.

The data will be available to Comscore subscribers beginning in mid-November. Publishers already get internal numbers from Snapchat, but this is the first time Snapchat Discover audiences will be measured by an outside measurement company. More...