ComScore integrating Snapchat into its digital audience measurement

Snapchat headquarters in Venice, CA.
Snapchat headquarters (Snap)

Comscore is partnering with Snap to integrate Snapchat Discover traffic into its digital audience measurement products.

The integration will provide numbers on audiences viewing a publisher's content on Snapchat and traffic from the publisher's own entities, a view of time spent consuming content and total audience demographics.

"We are committed to helping our partners and advertisers have a better understanding of their audience in order to build long-term, sustainable business models," said Nick Bell, vice president of content at Snap, in a statement. "Our integration with Comscore is another important step in our continued progress towards establishing valuable measurement practices."

"With so many consumers viewing content through social platforms, it's vital that this consumption is adequately accounted for," said Dan Hess, chief product officer at Comscore, in statement. "We are excited to partner with Snap to integrate Discover traffic into our digital audience solutions so both publishers and media buyers have a more complete view of audience size, engagement, and potential value."

RELATED: ComScore adding Inscape's smart TV data to its measurement platform

ComScore has steadily been making deals to bring more data sources into its digital audience measurement platform. In August, the company signed an agreement with Inscape for smart TV data.

Last year, the company added OTT viewership metrics for services including Hulu and Netflix to its Total Home Panel, a single-source research platform for measuring cross-platform media consumption. The platform’s data is based on 12,500 households and 150,000 active devices per month.