Integral Ad Science today announced a partnership with Snap Inc to drive greater transparency and brand safety on its platforms, including Snapchat. The advertising analytics company will advise Snap on its brand safety models, ensuring industry best practices are adhered to minimise negative exposure for businesses on Snapchat. IAS will also provide media quality measurement capabilities. Snapchat’s design means its real-time user generated content is relatively securely insulated from negative brand issues, but IAS will seek to drive greater transparency and higher media quality of the platform’s in-app photos and videos.

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