• by Joe Mandese  @mp_joemandese, February 25, 2016

Nielsen Wednesday said its Digital Ad Ratings have been selected by Snapchat to be the audience measurement service for its 3V advertising units on mobile devices.

Nielsen said it will provide audience estimates, including composition and reach and frequency analysis for the 3V ads, which are full-screen, vertical format videos viewed by Snapchatters.

It wasn’t clear from Nielsen’s announcement how exclusive the ratings deal with Snapchat is. The announcement included a prepared statement from Snapchat Chief Strategy Officer Imran Khan, noting: "We're committed to bringing all the major measurement solutions to our platform."