Snapchat

Overview

Our opt-in Snapchat panel allows us to track paid mobile ads served to real Snapchat mobile app users in the US.

 

What We Capture

Regions

  • US

Devices/Formats

  • Snapchat Mobile App

Creative Types

  • We capture ads that appear in the Stories tab. These may include Single Image and Video ads and Story Ads.

Creative Attributes

  • Spend
  • Impressions
  • First Seen Date
  • Last Seen Date

 

What We Do Not Capture

Creative Types

We do not capture ads outside of the Stories tab. These may include Filters, Lenses, Collection ads, or Commercials. We do not capture organic influencer campaigns

Creative Assets

Due to technical limitations with the data we receive from our panelists, we are unable to capture creative images at this time.

 

Methodology

Panel Based Data Collection

Our opt-in Snapchat panel allows us to track paid ads served to real Snapchat mobile app users in the US.

Mobile users organically discover and actively opt-in to share data about the ads served to them on their Snapchat app via free third-party apps. We do not collect personally identifiable information (PII) from our panelists at any time.

Our Snapchat panel brings a unique set of users to our growing global panel. In total, our global panel includes hundreds of thousands of active users across Desktop, Mobile, and CTV devices in North America, Europe, and Oceania who represent a diverse set of demographic and user characteristics.

Impression, Spend and CPM Estimation

Our Snapchat spend, impression, and Cost Per Impression (CPM) estimates are derived using Snapchat’s publicly-reported ad revenue and industry averages of CPMs. We apply our sampled data from the panels and estimated CPM rates to calculate impressions and spend per creative, brand and advertiser.

 

Brand and Category Hierarchy

Brand Hierarchy

In our advertiser and brand hierarchy, there is an advertiser at the top followed by up to four brand levels. Each Snapchat social account is assigned to an advertiser or brand based on metadata, including creative text.

Category Hierarchy

Each advertiser and brand is assigned a category. There are up to eight category levels in a category hierarchy, except via Connect (our data feed), which has up to ten.

 

Geography

Pathmatics receives the city and state of each panelist when each impression is served.

 

Historical Data Collection

US: started 01/01/2022

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