Snapchat and YouTube have officially signed on to Numeris’ National Video Audience Measurement (VAM) solution, as the agency continues to expand cross-platform measurement.
The digital platforms join Prime Video, which was the first streamer to sign onto VAM late last year.
Numeris said in an announcement Wednesday that VAM is establishing itself as the essential industry dataset to understand how Canadian audiences are engaging with video across every platform, device, and viewing environment.
“We are thrilled to welcome Snapchat and YouTube to VAM. Our goal at Numeris is to create a universal third-party, transparent and trusted number to represent all video consumption in the Canadian market,” said Chief Growth Officer Sue Haas. “To achieve this, we require participation and endorsement from all media owners, and these exciting new partnerships support our vision and demonstrate the value and strength of our VAM data to the industry. The Canadian market is asking for a level playing field for measurement, and we’re building it.”
“Our advertisers know that Snap captures a unique, highly engaged audience of more than 13 million monthly active users in Canada. By integrating with VAM, we are providing our clients with rigorous, third-party validation,” added Bob Cornwall, Country Manager, Canada for Snapchat. “This partnership unlocks a more complete, comparable view of performance, helping them plan smarter, optimize with confidence, and better understand the true impact of their investments across platforms.”
Numeris said it’s accelerating its plan for direct first-party data integration to unlock more precise insights within VAM and will continue to expand the solution’s capabilities.
