IAS and Snap Announce Expansion of Measurement Partnership to Validate Ad Effectiveness in Sponsored Snaps

Rhea-AI Summary

Integral Ad Science (Nasdaq: IAS) expanded its measurement partnership with Snap (NYSE: SNAP) on Nov 4, 2025 to add Viewability and Invalid Traffic (IVT) measurement for Sponsored Snaps and Chat Feed ads.

The update enables IAS Total Media Quality coverage across all Snapchat ad formats and devices, including Brand Safety and Suitability, Time-in-View, IVT rates, and frame-by-frame multimedia classification. The companies first partnered in 2018, added Brand Safety in 2024, and announced a joint attention-measurement effort with Lumen in June.

Positive

• Measurement expanded to Sponsored Snaps on Nov 4, 2025
• Coverage across all Snapchat ad formats and devices
• Third-party metrics include Viewability, IVT, Time-in-View

Negative

• None.

Insights

Digital Measurement Strategist

IAS expands third-party measurement to Snapchat Sponsored Snaps, adding Chat Feed viewability and IVT coverage.

Business mechanism: This expands Integral Ad Science coverage to Sponsored Snaps in the Chat Feed, adding Viewability and Invalid Traffic (IVT) measurement alongside existing Brand Safety and Suitability metrics available in the IAS Signal dashboard. The offering highlights metrics named in the release, including Time-in-View and IVT rates, and continues IAS’ frame-by-frame multimedia classification approach across Snapchat placements.

Dependencies and risks: The value depends on advertisers using the IAS Signal dashboard to examine Time-in-View and IVT metrics for Sponsored Snaps and other placements. Measurement utility rests on sustained technical integration across Snapchat formats and accurate frame-by-frame classification. The announcement references prior milestones: partnership start in 2018, Brand Safety added in 2024, and a June partnership for attention measurement with Snap and Lumen Research.

Concrete items to watch and horizon: Confirm that Sponsored Snaps metrics appear in the IAS Signal dashboard and track reported Time-in-View and IVT rates for campaigns beginning Nov. 4, 2025. Also monitor adoption across supported formats listed in the release and any dashboard reporting on Brand Safety and Suitability.

Adds Viewability and Invalid Traffic (IVT) Measurement for Chat Feed; Now Enabling IAS Coverage Across all Snapchat Ad Formats on any Device

NEW YORK, Nov. 4, 2025 /PRNewswire/ -- Integral Ad Science (Nasdaq: IAS), a leading global media measurement and optimization platform, today announced the expansion of its measurement partnership with Snap Inc. (NYSE: SNAP) to give advertisers greater tools to validate and optimize ad effectiveness to drive value for their campaigns across Snapchat, including Sponsored Snaps. Advertisers can now leverage comprehensive third-party measurement for Viewability and Invalid Traffic (IVT) across Chat Feeds ads to understand and enhance user engagement. Additionally, IAS offers Brand Safety and Suitability Measurement across other Snap ad placements.

Integral Ad Science announced expansion of its partnership with Snap Inc. to give advertisers greater ad effectiveness.

Everyday 469 million people use Snapchat to create, share and enjoy visual content. Sponsored Snaps allows advertisers to deliver Snaps directly to their target audience, appearing natively within Snapchat's most frequented space — the Chat Feed.

"Advertisers are always looking for ways to reach Snapchatters with high-quality, measurable campaigns," said Fintan Gillespie, Global Director, Ad Partnerships Group, Snap Inc. "With the addition of Sponsored Snaps, we're giving brands even more flexibility to engage their audience in authentic, transparent environments – while continuing to ensure trusted, third-party measurement through our partnership with IAS."

"IAS is committed to providing advertisers with greater transparency wherever they allocate digital media spend so they can scale campaigns with confidence," said Lisa Utzschneider, CEO of Integral Ad Science. "The expansion of our partnership with Snapchat to measure across new ad formats underscores the importance of third-party verification, and demonstrates the trust advertisers place with IAS, knowing our solutions offer superior brand protection, uncover rich insights and increase ad value."

IAS' Total Media Quality for Snap provides advertisers with:

• Comprehensive Measurement: Access Viewability, Invalid Traffic, Brand Safety and Suitability Measurement for available placements within the IAS Signal dashboard;
• Brand Protection: Validate that media is appearing next to content aligned to brand goals; fully customizable reports help advertisers understand the comprehensive brand suitability performance for a given campaign, on supported ad formats;
• Transparency: Gain insights into how ads are engaging audiences and reaching real users with metrics such as Time-in-View, Invalid Traffic rates, and more;
• Industry-leading Multimedia Classification: Only IAS uses industry-leading frame-by-frame machine learning technology to classify content — combining image, audio and text signals to capture every second;
• Global reach: Engage in all Snapchat supported languages across Sponsored Snaps, Single Image or Video Ads, Story Ads, Collection Ads, Commercials, AR Lenses and AR Filters

IAS and Snap began working together in 2018 to offer Viewability and Invalid Traffic Measurement for global advertisers. In 2024, IAS announced Brand Safety and Suitability Measurement for advertisers across Snapchat campaigns. And in June, IAS announced a first-to-market strategic partnership with Snap and Lumen Research to bring customized attention measurement to Snapchat.

About Snap
Snap Inc. is a technology company. We believe the camera presents the greatest opportunity to improve the way people live and communicate. We contribute to human progress by empowering people to express themselves, live in the moment, learn about the world, and have fun together. The Company's three core products are Snapchat, a visual messaging app that enhances your relationships with friends, family, and the world; Lens Studio, an augmented reality platform that powers AR across Snapchat and other services; and its AR glasses, Spectacles. For more information, visit snap.com.

About Integral Ad Science
Integral Ad Science (IAS) is a leading global media measurement and optimization platform that delivers the industry's most actionable data to drive superior results for the world's largest advertisers, publishers, and media platforms. IAS's software provides comprehensive and enriched data that ensures ads are seen by real people in safe and suitable environments, while improving return on ad spend for advertisers and yield for publishers. Our mission is to be the global benchmark for trust and transparency in digital media quality. For more information, visit integralads.com.

Contacts:
IAS
Tavis DeLingua
press@integralads.com 

Snap
Ahrim Nam
anam@snapchat.com 

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SOURCE Integral Ad Science (IAS)

FAQ

What did IAS announce about Sponsored Snaps measurement on Nov 4, 2025 for IAS stock?

IAS announced expansion to measure Viewability and IVT for Sponsored Snaps across Snapchat.

Does the IAS and Snap expansion cover all Snapchat ad formats (IAS)?

Yes. IAS said its Total Media Quality now covers all Snapchat supported ad formats and devices.

What third-party metrics will IAS provide for Snapchat campaigns (IAS)?

IAS will provide Viewability, Invalid Traffic rates, Time-in-View, Brand Safety and Suitability metrics.

When did IAS and Snap first begin their measurement partnership (IAS)?

IAS and Snap began working together in 2018 to offer Viewability and IVT measurement.

Will IAS measurement include multimedia classification for Snapchat ads (IAS)?

Yes. IAS uses frame-by-frame machine learning combining image, audio and text to classify content.