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Snapchat Using Nielsen as Standard Measure for Its Advertising

  • Startup getting more serious about its business model
  • Partnership comes after deal with Viacom to sell ads

Snapchat Inc., which makes a popular application for sending photos that disappear after being viewed, is getting more serious about its business model.

The company said Thursday that Nielsen Holdings Plc, the TV ratings tracker, will provide the standard audience count for Snapchat’s ads. Nielsen will eventually use its digital ad ratings on some of Snapchat’s other money-making properties, like sponsored filters that overlay people’s photos. By partnering with an outside provider, Snapchat gives its ads more legitimacy.