Excerpt: “In the short term, it’s always good to see more traction towards third-party measurement, even when it’s a smaller step,” said Jessica Prassel, U.S. social practice lead for media and marketing services provider Mindshare North America. “What we would really like to see with Snap in the long term is more specific third-party breakdowns of audience and engagement.”
To drive more advertiser growth, platforms like Snapchat need stronger third-party measurement tools that show what audiences are watching and for how long, Ms. Prassel said.
To learn more, read the full piece in the WSJ.
