Snapchat Beefs Up Targeting in Deal with Nielsen

AdAge—July 18, 2018—Snapchat and Nielsen, doubling down on their partnership, are now offering marketers the ability to make targeted ad buys based on offline data, in similar fashion to other popular social media platforms.

A marketer can use Nielsen audience data, for instance, to target someone on Snapchat who purchased lipstick at a retail store offline. The offering provides some 30,000 segments and includes Nielsen Buyer Insights and NCS, which are primarily based on offline loyalty card and credit card data.

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