Snapchat extends Moat's services to video viewability scoring
Snapchat is starting to offer selected advertisers a viewability score to gauge whether users actually see their ads. Snap Ads are full-screen, vertical ads that have gained popularity in the industry. The viewability score offered by Snapchat is designed to meet Media Rating Council (MRC) guidelines on whether videos warrant chargeable impressions, and is validated by measurement firm Moat, which is itself audited by the MRC. The score will be made widely available to advertisers from 5 June.

Snapchat isn’t going as far as letting the Media Rating Council independently audit its ad clients’ campaigns six weeks after the ANA called for all major digital platforms to do so. But it’s taking an MRC-minded step in that direction, while giving brands more insight into whether consumers actually see Snap Ads, the full-screen, vertical videos that have shaken up the industry in recent years.