Snap Inc. struck a "marketing mix model" partnership with real-time information services provider NeuStar Inc. to show the impact of ad performance on revenues.
The partnership will allow brands to measure, forecast and optimize the impact of their ad investments and identify marketing's overall contribution to revenue, the company said Aug. 1. Neustar provides advertisers with data-driven insights to measure the impact of their Snapchat ads, including video Snap Ads, Lenses and Filters, on business outcomes.
The Neustar MarketShare unified measurement and analytics offering is powered by the Neustar OneID system. The analytics services offer marketers the ability to monitor, optimize and quantify the value that Snap campaigns have on online conversion activity and in-store sales. Neustar provides measurement services to various platforms including Facebook Inc., Alphabet Inc.-owned Google Inc. and Pinterest Inc.