Snap Rolls Out New Measurement Program

August 1, 2017 - Gavin O'Malley of MediaPost writes: Among marketers, Snap is widely believed to suffer from a lack of ad tracking and measure tools.

Challenging this stigma, the social giant is rolling out a new measurement program that addresses marketing mix modeling (MMM).

With the help of Neustar Marketshare, Nielsen, Analytic Partners and Marketing Management Analytics, the initiative specifically measures return on ad spend (ROAS) and sales lift.

Since its IPO, Snap’s measurement shortcomings have been scrutinized by analysts.  

“Most social marketers already complain about Snapchat’s lack of user data and proper social measurement,” Forrester analyst Jessica Liu said recently. More...