Last year, advertisers spent over 15 billion dollars on social media campaigns. However, there have been concerns regarding the metrics of some ad measurements. This has led to new measures from these websites, trying to guarantee reliability with their investors. One such method involves metrics backed up by third-party sources. According to Media Life magazine, “Snapchat recently signed with Oracle Data Cloud that will target people based on their offline buys and also allow advertisers to see if their ads are resulting in real-world purchases.”
The advertising budget for social media websites is expected to double by 2021. As a result, these sites are working hard to ensure reliable metrics. To learn more, read the Media Life article here.