ROI-focused ad buyers see progress on Snapchat’s measurement shortcomings

Advertisers have long lamented Snapchat’s lack of third-party data to track return on ad spend. But now that Snapchat is adopting a marketing mix modeling program, which measures the value of all marketing inputs, media buyers are more willing to guide clients to open their purse strings. On Tuesday, Snap announced The Snap MMM Partner Program, which gives marketers access to ...Read the full article