Snapchat Offers to Bill Brands for Ads Based on TV-Style Ratings From Nielsen
By Lauren Stacy • January 25, 2017
Yesterday Snapchat revealed a partnership with Nielsen’s mobile Digital Ad Ratings (mDAR) unit, giving brands the ability to buy guaranteed audiences by age group and gender like they can through Nielsen’s TV offerings. The new purchasing option builds on the platform’s recent television-minded data endeavors—such as its content deals with Turner Broadcasting, NBC and MTV—and pushes advertisers to think of Snapchat as a form of mobile TV.