Snap will support Nepa’s consumer scientists to understand the nuances of the product and data sets. The social media platform will also provide customised on-demand access to data streams to monitor the impact of Snap ads.

Nepa will now be able to integrate granular product-level metrics such as the use of filters, lens and Snapcodes into Market Mix Modelling (MMM) projects. 

Robert Beatus, Nepa’s head of research & development, said: "Snap is a leader in applying new technology such as augmented reality into advertising and swiftly bringing new ad formats to market. We’re excited to work with them to accelerate innovation in measurement. Together, we aim to decode how interactions between brands and users on Snapchat fit into the overall marketing modelling mix."

This is the third strategic MMM partnership Nepa has announced in the past 12 months.