Snap Inc. announced on November 5 2025 that it is expanding its measurement partnership with Integral Ad Science (IAS). The new arrangement adds viewability and invalid‑traffic measurement for Chat Feed ads and extends IAS coverage to all Snapchat ad formats, giving advertisers a single, trusted third‑party source to verify that their ads reach real users and are not impacted by fraudulent traffic.
The expansion builds on a relationship that began in 2018 and was broadened in 2024 to include brand‑safety and suitability metrics. By incorporating viewability and invalid‑traffic data across every format, Snap aims to address a key advertiser pain point—confidence in ad delivery—thereby improving campaign performance and potentially encouraging higher ad spend on the platform.
While the announcement did not disclose a specific financial impact, industry analysts view the partnership as a strategic lever to boost advertiser satisfaction. Enhanced measurement is expected to reduce the risk of wasted spend, which can translate into stronger demand for Snap’s ad inventory and support the company’s broader revenue‑growth strategy.
The partnership also aligns with Snap’s focus on AI‑driven optimization. The richer data set will feed into machine‑learning models that refine targeting and creative delivery, helping advertisers achieve better return on ad spend and reinforcing Snap’s competitive position against other social platforms.
Management emphasized the importance of transparency. Fintan Gillespie, Snap’s Global Director of Ad Partnerships, said the move “gives brands more flexibility to engage their audience in authentic, transparent environments while ensuring trusted, third‑party measurement.” Lisa Utzschneider, CEO of IAS, added that the expansion “underscores the trust advertisers place in IAS and demonstrates the value of third‑party verification.”
The announcement comes as Snap prepares to report its Q3 2025 earnings on the same day. Analysts expect revenue of roughly $1.49 billion and an EPS of $0.06, reflecting the company’s ongoing focus on cost discipline and strategic investment in high‑return verticals.
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