In a bid to compete with the likes of Facebook and Google, Snapchat is partnering with Nielsen to add deeper audience targeting to its ad products.
Announced last week, the new partnership represents an expansion of a relationship between the two companies that began in 2014, but also serves to strengthen Snapchat‘s push into programmatic. It will also bring better audience targeting capabilities, which would also include offline purchasing behaviours and data.
Nielsen explains that media buyers will get access to over 30,000 audience segments on Snapchat through Nielsen Catalina and Nielsen’s Marketing Cloud.
Snapchat’s previous ad improvements have included various measurement and targeting features that are essential for advertisers on programmatic. Currently, 98% of ad buys on Snapchat are programmatic.
The new targeting capabilities should be important for CPG brands and others that are not in direct control of their point of sale. Either way, Snapchat has also already proven that it can really drive retail.
The move from Snapchat and Nielsen comes at a time when Facebook is actually limiting its own data capabilities due to recent scandals.
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At its first-ever partner summit last week, Snap introduced several new features and tools - among them, "Landmarkers."