The partnership between the two companies will see IAS provider advertisers with greater transparency about the performance of their campaigns on Snapchat through its Total Media Quality (TMQ) Brand Safety and Suitability Measurement product.

The TMQ tool provides insight about video content through frame-by-frame analysis of images, audio and text.

IAS’s post-bid Brand Safety and Suitability Measurement product will be available for campaigns on Snapchat later this year. 

Lisa Utzschneider, chief executive at IAS, said: “We are excited to partner with Snap to deliver our best-in-class measurement solution for marketers to safeguard and scale their businesses on Snapchat.

“Snap is focused on developing ad offerings in a premium and safe content ecosystem, and our partnership will give advertisers actionable data to maximise their investment across Snapchat.” 

Patrick Harris, president of Americas at Snap, said: “We’re thrilled to partner with IAS to offer Snapchat advertisers an additional layer of brand safety and suitability.

“We look forward to continuing to invest in products and partnerships across the brand safety ecosystem.”