Snapchat announced a new measurement partnership with Samba TV, which will bring more insight into the effects of in-app campaigns of Snap's ad partners.
Samba TV, whose insights are about the trends of TV viewing behavior, will now be able to share insights with Snap entertainers about the engagement and responses to their in-app campaign.
According to Samba TV:

To help brands better understand the value of advertising on Snapchat, the social media company tapped industry-leading data and measurement provider Samba TV to provide outcome measurement to Snap advertisers in the entertainment vertical. Samba TV is the only measurement company with a global footprint, including coverage for all of the major walled gardens, more than 200 national networks in the U.S., local networks in more than 100 U.S. DMAs, and more than 400 digital publishers.

With its network of audience insights, including connection via 48 million smart TV devices, Samba TV will be able to provide data on viewership across free-to-air, cable, and streaming TV content, which will allow Snap partners to have a better understanding of the impact their Snap campaigns are having on performance.

Through this partnership, media and entertainment brands advertising on Snapchat can measure conversion outcomes using Samba TV's currency-grade VTR solution to gain a clear understanding of how their campaigns drive new viewers to linear and streaming programs, and measure lift across their media strategies. Snapchat advertisers can also leverage the data of Samba TV to make more holistic and data-driven decisions to optimize their spending on the social media platform.

It's another step forward for Snap's ad products, which will give marketers in the entertainment space additional options to measure performance.

As Snap continues to connect the brand with younger audiences particularly, it may even begin to surface more detailed response data and allow more meaningful attribution of Snap campaigns to viewership outcomes.

The new partnership will be live today and available to Snap ad partners soon.