MIAMI —\u00a0Snapchat\u00a0is becoming a video behemoth, clocking up a reported six billion<\/a> daily views in February, up from just two billion nearly a year earlier.<\/p>\n

Unlike some other video platforms, however, insight in to individual performance is relatively hard to come by inside the app. That’s why Innovid<\/a>, the video advertising technology company, sought a way to get more detail.<\/p>\n

Announced a month ago, Innovid’s analytics platform has been upgraded to take sight of Snapchat’s 10-second, “3V” vertical video views on marketer’s behalf.<\/p>\n

Innovid CTO Tal Chalozin explains the origins of the development:\u00a0“Snapchat is a massively-large property for 13-to-34s. The biggest problem is, it\u2019s not measured by anyone aside from Snapchat themselves. “One of our very large agency clients …\u00a0came to us and said, \u2018Can you work with Snapchat to create something that enables data to flow to Innovid?\u2019<\/p>\n

Digiday reports<\/a> Snapchat is attempting to get its Discover news publishers a connection with comScore, enabling them to measure the audience they earn there.<\/p>\n

Innovid’s measurement capabilities claim<\/a> to have\u00a0sight of\u00a0viewability, time earned, video views, impressions and completions, awareness, engagement and activity inside ad units.<\/p>\n

Understanding\u00a0true viewership is important because ad blocking is threatening the industry. Chalozin says Innovid is working to the IAB’s LEAN<\/a>\u00a0initiative, reducing ad bloat so that\u00a0fewer viewers may be put off by excessive ad sizes.<\/p>\n

 <\/p>\n

This video was recorded at the 4A’s Transformation conference in Miami. \u00a0 For additional interviews,\u00a0please visit this page<\/a>. Beet.TV’s coverage of the 4A’s was sponsored by\u00a0The Trade Desk<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

MIAMI —\u00a0Snapchat\u00a0is becoming a video behemoth, clocking up a reported six billion daily views in February, up from just two billion nearly a year earlier. Unlike some other video platforms, however, insight in to individual performance is relatively hard to come by inside the app. That’s why Innovid, the video advertising technology company, sought a […]<\/p>\n","protected":false},"author":15,"featured_media":38432,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5688],"tags":[5265,5335,3236,2782],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/38398"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=38398"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/38398\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/38432"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=38398"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=38398"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=38398"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}