Snapchat Using Nielsen as Standard Measure for Its Advertising

Partnering With Outside Provider Gives Its Ads More Legitimacy

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Credit: Courtesy Snapchat

Snapchat, which makes a popular application for sending photos that disappear after being viewed, is getting more serious about its business model.

The company said Thursday that Nielsen Holdings Plc, the TV ratings tracker, will provide the standard audience count for Snapchat's ads. Nielsen will eventually use its digital ad ratings on some of Snapchat's other money-making properties, like sponsored filters that overlay people's photos. By partnering with an outside provider, Snapchat gives its ads more legitimacy.

Snapchat is quickly becoming a destination for advertisers to reach young people, but doesn't yet offer the targeting or measurement capabilities of Facebook, Instagram and Twitter. The company this year plans to build out more tools that help advertisers understand whether their campaigns were effective and has inked a deal with Viacom to help it sell ads.

"We're committed to bringing all the major measurement solutions to our platform," Imran Khan, Snapchat's chief strategy officer, said in a statement.

Snapchat raised money from investors last year at a $16 billion valuation, people familiar with the matter said at the time.