Snapchat’s MMM Partnership was launched in the US last year. In joining it, clients will be able to access and analyse data, to better understand and measure Snapchat’s effectiveness in engaging people and its ROI.

The partnership revolves specifically around MMM, which involves statistical analysis on sales and marketing data to estimate the impact and ROI of various marketing tactics, and the forecasting of future results.

Richard Woodward, international effectiveness business director, Ebiquity, says: "Our clients are constantly trying to find new ways to encourage customers and potential customers to engage with their brands. This relationship provides our Snapchat advertising clients with the confidence that the best data is combined with in-depth knowledge of the platform to measure those impacts on their business."