New Delhi: Integral Ad Science (Nasdaq: IAS), a leading global media measurement and optimization platform, has announced the expansion of its measurement partnership with Snap Inc. (NYSE: SNAP) to enhance transparency and ad effectiveness across Snapchat — including the newly introduced Sponsored Snaps.
The expanded partnership enables advertisers to leverage comprehensive third-party measurement for Viewability and Invalid Traffic (IVT) across Chat Feed ads, offering greater insights into user engagement and campaign performance. Additionally, IAS continues to provide Brand Safety and Suitability Measurement across other Snap ad placements, ensuring advertisers can optimize campaigns with confidence.
With 469 million people using Snapchat daily, Sponsored Snaps allow advertisers to deliver engaging, native ad experiences within the app’s most frequented space — the Chat Feed.
“Advertisers are always looking for ways to reach Snapchatters with high-quality, measurable campaigns,” said Fintan Gillespie, Global Director, Ad Partnerships Group, Snap Inc. “With the addition of Sponsored Snaps, we’re giving brands even more flexibility to engage their audience in authentic, transparent environments – while continuing to ensure trusted, third-party measurement through our partnership with IAS.”
“IAS is committed to providing advertisers with greater transparency wherever they allocate digital media spend so they can scale campaigns with confidence,” said Lisa Utzschneider, CEO of Integral Ad Science. “The expansion of our partnership with Snapchat to measure across new ad formats underscores the importance of third-party verification, and demonstrates the trust advertisers place with IAS, knowing our solutions offer superior brand protection, uncover rich insights and increase ad value.”
IAS’ Total Media Quality for Snap offers advertisers:
- Comprehensive Measurement: Access to Viewability, Invalid Traffic, Brand Safety, and Suitability metrics within the IAS Signal dashboard.
- Brand Protection: Validation that media appears next to content aligned with brand goals, supported by customizable reports on brand suitability performance.
- Transparency: Insights into ad engagement and authenticity through metrics like Time-in-View and Invalid Traffic rates.
- Industry-Leading Multimedia Classification: Frame-by-frame machine learning technology that combines image, audio, and text signals for precise content classification.
- Global Reach: Measurement across all Snapchat ad formats — including Sponsored Snaps, Single Image or Video Ads, Story Ads, Collection Ads, Commercials, AR Lenses, and AR Filters — in all supported languages.
IAS and Snap have been partners since 2018, when they first introduced Viewability and Invalid Traffic Measurement for global advertisers. The partnership expanded in 2024 to include Brand Safety and Suitability Measurement, and in June 2025, IAS announced a first-to-market collaboration with Snap and Lumen Research to bring customized attention measurement to the platform.
