Snapchat and Nielsen Ad Targeting: What to Know

Snapchat and Nielsen are pairing up to expertly target consumers by combining the knowledge of Nielsen’s data with the power and reach of Snapchat’s social media platform.

What is the Snapchat and Nielsen partnership?

Snapchat, the social media giant, and Nielsen, the global data and metrics company, have partnered to improve ad targeting for the more than 300 million monthly Snapchat users.

While similar to Snapchat’s agreement with Oracle, the Snapchat and Nielsen partnership may put the social media platform on a faster monetization track, going neck and neck with Twitter, according to AdAge.

"Discovering the audiences that drive engagement and offline sales has never been more critical for marketers," said Nielsen senior vice president of digital solutions Jessica Hogue. "This integration with Snapchat will allow partners to plan, activate and analyze marketing initiatives by accessing the highest quality audience data in the market underpinned by Nielsen."

When was the Snapchat and Nielsen partnership announced?

While Snapchat and Nielsen have been working together since 2014 for digital ad ratings, the duo announced their latest ad targeting efforts in early July.

What does the Snapchat and Nielsen ad targeting partnership mean for marketers?

Marketers are now able to target audiences on Snapchat using Nielsen Marketing Cloud, which provides consumer data broken into more than 30,000 segments based on loyalty program and credit card information. In other words, as a marketer, you’ll be able to more appropriately target interested users, potentially increasing conversion rates.

For example, as a marketer for nursing education, you may use Nielsen’s data to target audiences based on demographics, geographics and psychographics that match consumers who have historically enrolled in your programs. Consumer data from Nielsen, like gender, level of education or household income, may help your brand target interested prospects that have a high propensity to convert.

Take a look at other ways Snapchat is monetizing its platform for marketers.

By better pairing marketers with consumers, Snapchat and Nielsen are helping brands hone in on their target audiences while better monetizing the Snapchat platform.

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About the Author

Jonathan Katz is the Chief Media and Product Officer at Digital Media Solutions (DMS), the fastest-growing independent digital performance marketing company. DMS helps its clients accelerate growth by deploying diversified and data-driven customer acquisition solutions that deliver scalable, sustainable and measurable marketing results. DMS performance marketing solutions connect the right consumers with the right offers at the right time to achieve the marketing objectives of our clients. DMS is continually innovating to provide new and emerging media and technology solutions that minimize waste and maximize results across the most competitive industries. Since its inception, DMS has demonstrated incredible year-over-year growth which has earned recognition on the Inc. 5000 list in 2014, 2015, 2016, 2017 and 2018. An experienced serial entrepreneur in mobile and digital marketing, Jonathan’s expertise consists of an extremely proven track record in search, social and programmatic media. With his 20+ year career scaling start-ups and brands across health insurance, government services, automotive, careers, education, consumer finance and politics, Jonathan is now charting a new path via artificial intelligence marketing in performance media that will revolutionize the industry. Jonathan studied computer science at Florida State University and lives in Clearwater Beach, FL.

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