NEW YORK, May 30, 2017 /PRNewswire/ -- Snap Inc. is extending its relationship with Moat, a SaaS analytics company focused on delivering measurement to marketers and publishers that recently became part of the Oracle Data Cloud, to include brand safety on the Snapchat platform. Marketers working with Moat and Snapchat can now gain viewability, attention, and brand safety guidance to help ensure their brands are seen and engaged with in a safe environment.
Moat has completed a review of Snap brand safety protocols and confirmed Snapchat is focused on ensuring programmatic and community safeguards in place to minimize risks to advertisers.
Moat has also joined the Snapchat Brand Safety Coalition, which will regularly convene to align on Snapchat's protocols and industry best practices.
Brand safety concerns aren't new, but in recent months they've been in headline after headline. Fifty-nine percent of US marketers said they were "significantly challenged by the lack of inventory transparency" when purchasing programmatically in 2016, according to a survey from the Association of National Advertisers (ANA) and Forrester Consulting, up 16% from 2014. In addition, reports of advertising appearing unintentionally next to fake news and extremist content are driving more vocal calls for brand safety controls.
Moat started to work with Snapchat in 2016, and remains a key provider of third-party viewability and attention analytics on Snapchat video inventory. Following industry asks for a clearer standard for video measurement, Snapchat was an early adopter of the Moat Video Score, a comprehensive video metric that incorporates video length seen, video length heard, and the screen real estate the ad occupied on a 0-100 scale.
Moat is now excited to collaborate with Snapchat to pioneer innovative approaches to improving brand safety. Snapchat provides brands with a unique full-screen ad experience to prevent unsafe content showing on the screen at the same time the ad is on the screen. Snapchat is committed to helping shift the industry from brand safety challenges to solutions.
Moat recently announced the Open Brand Safety (OBS) framework, the first of several steps to increase transparency for brands, agencies, and platforms and help them avoid unsafe brand environments. Moat will be working with partners including Storyful, City University of New York, and others to address fake news, extremism, and brand safety as a whole, providing brands with the right toolkit to make smarter decisions about their media.
"GroupM is happy to support Moat and Snapchat in their joint efforts to maintain a brand-safe environment throughout the Snapchat app," said John Montgomery, GroupM Global Executive Vice President of Brand Safety. "As more media buying moves onto dynamic platforms like Snapchat, GroupM will continue to press for innovative approaches to protecting brands, and is encouraged that Moat and Snapchat are making a move to more measurable brand safety."
"Snapchat continues to push on the issues that matter to marketers, from transparent 3rd party measurement to a focus on business outcomes, and we are pleased to share that Snapchat has focused on ensuring brand safety measures are in place. We look forward to working together on creative solutions around such an important topic as brand safety," said Jonah Goodhart, Moat CEO and Co-Founder.
Moat is a New York-based SaaS analytics company focused on building products for brand advertisers and premium publishers. Its offerings include Moat Analytics, an attention measurement platform that provides analytics and insights on ad campaigns and website inventory for publishers and advertisers, and Moat Pro, a real-time ad intelligence platform for marketers, publishers, and agencies. Moat is the first company to be accredited by the Media Rating Council (MRC) to measure viewable ad impressions across online display, video, and mobile (web and in-app). The company was founded by Jonah Goodhart, Noah Goodhart and Michael Walrath and was recently acquired by Oracle to join Oracle Data Cloud, which uses data and analytics to enhance media for leading marketers and publishers. The serial entrepreneurs had previously partnered to launch Right Media, which was acquired by Yahoo! in 2007. For more information on Moat, please visit http://www.moat.com.
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