5 Metrics That Helped Snapchat Change the Narrative About Its Lack of Data

Just a year ago, advertisers were outspoken on lack of data

This week, mobile agency Fetch will run its first Snapchat campaign for an entertainment brand using the messaging app’s granular, interest-level targeting that serves ads to people based on what types of videos they have watched. Such sophisticated targeting wasn’t available to marketers a year ago and reflects the mobile-messaging company’s aggressive moves into the world of ad tech and measurement while hoping to compete with Facebook, Twitter, Pinterest and others. Jeremy Sigel, global director of partnerships and emerging media at Essence, has tested nearly all Snapchat’s ad types and believes in its measurement progress.

“The speed that they’ve onboarded these partners so that they could be compared to a Facebook, who has been around for 10 years, or a Google, who has been around 20 years, [is] a remarkable story,” Sigel contended.




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This story first appeared in the May 8, 2017, issue of Adweek magazine. Click here to subscribe.