Snapchat Beefs Up Targeting in Deal With Nielsen
By Sara Shaw • July 20, 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 around 30,000 segments primarily based on offline loyalty card and credit card data. The integration with Snapchat will allow partners to use Nielsen audience segments for campaigns in CPG, retail, auto, finance, travel and tech.