With Google's YouTube and Facebook submitting to rigorous metrics audits by the Media Rating Council (MRC), there's new pressure for Snap Inc.'s Snapchat to undergo a similar audit. At issue is
advertisers' level of comfort with metrics and data from Snapchat and their understanding of whether consumers are looking at their ads. "Making advertisers comfortable with the data on how long users
watch ads and whether they actually see them on Snapchat’s messaging platform could be crucial to the company’s growth. Snap is seeking a potential $22 billion valuation in its IPO, and to
help live up to that price tag, it needs major marketers to buy lots of ads," the Wall Street Journal
reported. "Advertisers say they need data to help them justify shifting their budgets
away from digital giants like Facebook and Google or more traditional vehicles like TV. Snap, which sells brands short video ads and location-linked overlays called “geofilters,” reported
revenue of $404.5 million in 2016, a fraction of Facebook’s $27.6 billion in revenue."
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