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.
You might also like
More from Snapchat
Snapchat's global virtual event exploring today's AR "lenscape" is open to the public, and taking place this week. Make sure …
Snapchat has announced a new curated entertainment platform that will surface the most entertaining Snaps all in one place.
Snapchat is introducing new features to let you create an Astrological Profile and see shared Astrological Compatibility with your friends.
Snapchat follower counts are now a reality as the platform turns on the feature for accounts with large followings.
Building on its full-body tracking technology, Snapchat has launched 10 new 3D body scan Lenses, that respond to your movements.