The advertising analytics company will advise Snap on its brand safety models, ensuring industry best practices are adhered to minimise negative exposure for businesses on Snapchat.
IAS will also provide media quality measurement capabilities. Snapchat’s design means its real-time user generated content is relatively securely insulated from negative brand issues, but IAS will seek to drive greater transparency and higher media quality of the platform’s in-app photos and videos.
As part of the agreement, IAS has joined the Snapchat Brand Safety Coalition, a group that will meet regularly to discuss Snap’s policies regarding brand safety.
"IAS commends Snap on taking a proactive approach and partnering with third party measurement companies to protect brand image for their advertisers," said David Hahn, IAS chief product officer.
"Upon review of their unique user design and experience, internal processes, and protocols related to brand safety, IAS is confident that Snap is taking the right steps to mitigate brand risk for their advertisers."
The partnership comes after IAS’ agreement earlier this month with The Trade Desk to provide brand safety data for desktop and mobile in-app video and display inventory on the ad tech company’s platform.
A version of this article was originally published by Campaign Asia