Snapchat and Nielsen working together to improve audience targeting
According to an AdWeek report, Snapchat and Nielsen have partnered to work together for integration of offline data for better audience targeting.
Reporting the news, AdWeek’s Marty Swant says, “The news, announced on Wednesday, is an expansion of the companies’ existing relationship that started in 2014. The additions also solidify Snapchat’s programmatic push, which began two years ago and accounts for the majority of ads now being bought automatically on the platform. Improvements over the past year have included measurement and targeting, which are especially important for advertisers to see now that 98 percent of ad buys on Snapchat are programmatic.
According to Kerry Perse, managing director of OMD Create, Snapchat has already proven itself with the retail sector. Now, she said, the new targeting capabilities could be appealing for CPG brands and other industries that don’t control the point of sale”.
Snapchat and Nielsen Partner to Integrate Offline Data For Audience Targeting
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