The agreement will see Samba TV provide outcome measurement to Snap advertisers in the entertainment industry, with media and entertainment brands on Snapchat able to measure conversion outcomes using Samba TV’s VTR tool.

Snapchat advertisers will also be able to use Samba TV data to influence advertising spending decision-making.

Ashwin Navin, co-founder and chief executive at Samba TV, said: “As a world-renowned social platform with a devoted audience, Snapchat is a powerful medium for promoting new entertainment options and brands in general.

“Our measurement reveals the best practices for how to leverage Snap for discoverability and brand engagement with a unique demographic accessible on the platform.

“With over three quarters of Gen Z and millennials discovering new shows and movies from these platforms alone, Snapchat has emerged as an essential partner in marketers’ overall media strategy.”

Christopher Plambeck, head of marketing science at Snap Inc, added: “Companies around the world are tapping into the unique audience and value of Snap as an advertising channel for media and entertainment brands.

“Therefore, it’s crucial we have accurate and holistic measurement of the impact of advertising on tune-ins for our brands. By leveraging Samba TV’s television and streaming measurement capabilities, our advertisers can better optimise their tune-in campaigns to more fully understand campaign impact.”