Snapchat and Nielsen Partner to Integrate Offline Data For Audience Targeting

Some say it could help CPG brands


Snapchat and Nielsen are adding deeper audience targeting capabilities, such as offline purchasing data, that could help Snapchat better compete with the likes of Facebook and Google.

According to Nielsen, media buyers will have access to 30,000 audience segments on Snapchat—including demographics, buyer insights and mobile behavior—through products such as Nielsen Catalina and Nielsen’s Marketing Cloud.

The news, announced on Wednesday, is an expansion of the companies’ existing relationship that started in 2014. The additions also solidify Snapchat’s programmatic push, which began two years ago and accounts for the majority of ads now being bought automatically on the platform.

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