NEW YORK/LOS ANGELES: Following advertiser complaints about the sparsity of performance data offered by Snapchat, the image-sharing app has teamed up with Nielsen, the ad measurement firm.

Both companies have been working together for a year, but their expanded relationship means marketers will now receive third-party data to measure the effectiveness of their campaigns.

Snapchat will offer Nielsen Digital Ad Ratings to measure audiences of its 3V advertising (vertical, video, views) on mobile devices.

Nielsen said in a statement that the deal "will enable Snapchat to deliver mobile audience reach, frequency, demographic composition, and gross ratings points (GRPs) for Snapchat 3V campaigns—metrics that are consistent with those across television and the digital space".

It added that Snapchat will also gain more "granular insight" into the reach of its 3V ad campaigns and the ability to further demonstrate the value of its audiences.

Specifically, Nielsen will be able to measure video ads run within the Snapchat Discover feature as well as Live Stories, the stream of Snaps that are submitted by users from various locations and events.

In addition, Nielsen said that Direct Ad Ratings will be made available to two more Snapchat ad products, Sponsored Geofilter and Sponsored Lens campaigns, but this will happen at some point in the future.

"Everyone wants more metrics and more insight. One hundred million daily users sounds great, but I need an accredited source to validate that," said Adam Shlachter, chief investment officer at DigitasLBi, in comments to the Wall Street Journal.

"This is definitely the direction we've been asking them to go, to get on par with virtually every other major media platform," he added.

Data sourced from Nielsen, Wall Street Journal; additional content by Warc staff