Ad Buyers Push Snapchat to Have Metrics Audited
March 01 2017 - 6:29AM
Dow Jones News
By Mike Shields
After mounting pressure from the advertising industry , Facebook
finally got on board.
Then Google's YouTube also made a commitment.
Now, Snap Inc., on the verge of pricing its massive initial
public offering this week, is under pressure from ad buyers to
follow suit and have Snapchat's ad metrics audited by the Media
Rating Council, the media industry's independent measurement
watchdog.
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.
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.
Given the precedent set by the industry's two dominant players,
Google and Facebook, advertisers are pushing for several other
large digital ad platforms -- including Snapchat, Pinterest and
Twitter -- to subject their advertising data collection processes
to more third-party scrutiny, ideally audits by the MRC.
"Certainly, there'll be pressure on Snap, Twitter, Pinterest,
any sort of closed-off, walled-garden platform," said Mitchell
Weinstein, senior vice president of ad operations at the media
buying firm IPG. "We have clients that will walk away from sites
that don't offer independent metrics."
Snap addressed the importance of third-party data vetting in its
IPO filing, stating that "advertisers who were spending a lot of
money on our products wanted verification that the advertisements
they had purchased were actually delivered to our users." That led
Snapchat to partner with several third-party ad measurement
firms.
However, like with Facebook and YouTube, advertisers would like
the MRC to oversee and validate exactly how those third parties are
collecting and crunching data from Snapchat.
The MRC has recently discussed the possibility of such an audit
with both Pinterest and Twitter, according to people familiar with
the matter.
"There have been early conversations between the MRC and several
of the other large digital enterprises, but no commitments have
been made or timetables set, despite the significance of these
organizations within the digital advertising marketplace," said
George Ivie, chief executive at the MRC.
He declined to comment about Snapchat specifically, and
representatives for Snapchat also declined to comment.
Meanwhile, the Association of National Advertisers, which had
previously pushed Facebook to agree to an audit, said it plans to
reach out to Snap regarding audits after the trade group's media
conference later this week.
During that event, Procter & Gamble's chief marketing
officer, Marc Pritchard, again plans to press the industry to adopt
transparent practices. In January, he told attendees at the
Interactive Advertising Bureau's annual leadership meeting that
"the days of giving digital a pass are over," and that it was time
for industry to "grow up."
Even as Facebook and Google have rolled out numerous third-party
data partnerships, there has been a persistent feeling among buyers
that both platforms have kept such data collection at arm's length,
and still often serve as their own sources of key advertiser
data.
The pressure on digital and social companies to succumb to
audits continues to ramp up, particularly as executives like Mr.
Pritchard keep pushing the topic.
"Snapchat will have to follow suit," said Eric Warburton,
director of ad operations for the media buying agency Horizon
Media. "With Procter & Gamble laying down the gauntlet...and
with Snap's impending IPO, they can't risk not having
accreditation."
Write to Mike Shields at mike.shields@wsj.com
(END) Dow Jones Newswires
March 01, 2017 06:14 ET (11:14 GMT)
Copyright (c) 2017 Dow Jones & Company, Inc.
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