Ad buyers are pressuring Snapchat to agree to a measurement audit ahead of the company's IPO, following announcements from Google (YouTube) and Facebook that they would be doing so according to The Wall Street Journal,

While Snap has noted efforts to bring in additional third-party verification partners in its s-1 filing , buyers are hoping Snap will follow Google and Facebook in having the industry's de-facto watchdog, the Media Rating Council (MRC), step in to measure the platform's advertising and content metrics.

Why it matters: Ad buyer confidence in Snap's data is critical ahead of its IPO because investors are evaluating Snap Inc.'s potential on its ability to grow its roughly $400 million advertising business. As Axios reported a few weeks ago, ad buyers lack confidence in Snap's metrics because the company waited too long to give them the type of measurement and reporting metrics they are used to getting from companies like Twitter and Facebook.

What to watch: The Journal reports that other large social content distribution companies, like Twitter and Pinterest, are facing similar pressures to undergo an MRC audit. "The measurement issue with internet companies in general has been drummed up a lot over the last six months," Bloomberg Intelligence tech analyst Jitendra Waral tells Axios.

Go deeper

Updated 1 hour ago - Politics & Policy

Coronavirus dashboard

Illustration: Eniola Odetunde/Axios

  1. Global: Total confirmed cases as of 10 p.m. ET: 12,009,301 — Total deaths: 548,799 — Total recoveries — 6,561,969Map.
  2. U.S.: Total confirmed cases as of 10 p.m. ET: 3,053,328 — Total deaths: 132,256 — Total recoveries: 953,420 — Total tested: 37,532,612Map.
  3. Public health: Houston mayor cancels Republican convention over coronavirus concerns Deaths are rising in hotspots — Déjà vu sets in as testing issues rise and PPE dwindles.
  4. Travel: United warns employees it may furlough 45% of U.S. workforce How the pandemic changed mobility habits, by state.
  5. Education: New York City schools will not fully reopen in fallHarvard and MIT sue Trump administration over rule barring foreign students from online classes.
  6. 🎧 Podcast: A misinformation "infodemic" is here.

Transcripts show George Floyd told police "I can't breathe" over 20 times

Photo: Gary Coronado/Los Angeles Times via Getty Images

Newly released transcripts of bodycam footage from the Minneapolis Police Department show that George Floyd told officers he could not breathe more than 20 times in the moments leading up to his death.

Why it matters: Floyd's killing sparked a national wave of Black Lives Matter protests and an ongoing reckoning over systemic racism in the United States. The transcripts "offer one the most thorough and dramatic accounts" before Floyd's death, The New York Times writes.

6 hours ago - Health

Fighting the coronavirus infodemic

Illustration: Sarah Grillo/Axios

An "infodemic" of misinformation and disinformation has helped cripple the response to the novel coronavirus.

Why it matters: High-powered social media accelerates the spread of lies and political polarization that motivates people to believe them. Unless the public health sphere can effectively counter misinformation, not even an effective vaccine may be enough to end the pandemic.