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

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

The cosmetics brand has found more than one way to engage many of the app's 166 million daily users.The cosmetics brand has found more than one way to engage many of the app's 166 million daily users.The cosmetics brand has found more than one way to engage many of the app's 166 million daily users.The cosmetics brand has found more than one way to engage many of the app's 166 million daily users. Sources: Getty Images, Snapchat

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.

This story first appeared in the May 8, 2017, issue of Adweek magazine. Click here to subscribe.
@laurenjohnson lauren.johnson@adweek.com Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.
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