Snapchat may partner ComScore on measurement tools

Messaging system Snapchat has entered into talks with US cross-platform measurement business comScore as part of its plan to encourage publishers to connect to its Discover platform. These publishers would be able to access figures from comScore to determine the viability of their content on this messaging app. They could incorporate these figures into their advertising pitches to demonstrate market share and audience engagement. An increasing number of media companies are signing up to Snapchat's Discover service including the Daily Mail, Mashable and Buzzfeed. Snapchat is currently developing its own set of measurement tools aimed at major brands; it has leveraged Nielsen’s Digital Ad Ratings (DAR) system to evaluate audiences of its 3V or vertical, views and video advertising. Social networking giant Facebook uses comScore integration in its Instant Articles service.

Publishers using Snapchat's Discover platform could soon get access to numbers from ComScore, allowing them to better measure how their content is consumed on the messaging app.

A report from Digiday suggests that Snapchat is in talks with the the cross-platform measurement firm around getting its publishers connected to the service –something that would let media owners include Snapchat numbers in their overall pitch to advertisers.