Snapchat video advertising performance will now be measured by rating agency Nielsen.

The deal with Nielsen of New York means that Snapchat advertisements will more easily be compared to advertisements on other platforms, such as Facebook or Twitter, something brands and advertising agencies have been pushing to have.

Snapchat advertising hasn’t had many industry metrics and ratings since it started selling ads in 2014. Over time, the company has yielded to ad-buyer demands, however, for advertising features that more closely mirror industry standards.

“Snapchat’s 3V ads represent a unique approach to advertising,” Nielsen Chief Operating Officer Steve Hasker said in a statement, referring to Snapchat’s vertical video advertisements. “We’re proud that Snapchat has chosen Nielsen Digital Ad Ratings for its first foray into standardized campaign measurement and look forward to continued collaboration.”

Nielsen will also roll out digital ad measurement for two additional Snapchat ad products, its sponsored geofilter and sponsored lens campaigns, at an undisclosed date in the future.

Technology reporter Garrett Reim can be reached at [email protected]. Follow him on Twitter @garrettreim for the latest in L.A. tech news.