Snapchat partners Nielsen to bolster ad buying platform

Snapchat has integrated Nielsen’s premium audience segments into its ad buying platform. Through the move, both entities look to allow advertisers and agencies to buy inventory on Snapchat using Nielsen-branded audience segments through the Nielsen Marketing Cloud.

Snapchat’s use of Nielsen Data as a Service audience segments is the latest expansion of its collaboration with Nielsen, which started in 2014 when the former adopted Nielsen’s Digital Ad Ratings. Currently, Snapchat uses Nielsen measurement solutions across its Reach, Resonance, and Reaction KPIs, a statement added.

Moving forward, the move will also allow the alignment of activation segments with ROI measurement solutions such as Nielsen Buyer Insights and Nielsen Catalina Solutions Sales Effect studies. In addition to offering third-party data from the Nielsen Marketing Cloud, Snapchat looks to allow buyers and sellers to use Nielsen audience segments to better demonstrate campaign sales lift across categories.

A statement added that the offering will also allow clients access to audience data across more than 30,000 segments. This includes Nielsen Buyer Insights and Nielsen Catalina Solutions, which are based on offline purchase data.

"Discovering the audiences that drive engagement and offline sales has never been more critical for marketers, and we're excited to continue our work with Snapchat across both our premium audience segments and measurement solutions," Jessica Hogue, SVP of digital solutions at Nielsen, said.

Most recently, the social media platform struck a wave of partnerships to help media companies better discover publicly shared Snapchat content in their news coverage. This includes Newswhip, Storyful, SAM Desk and Tagboard. Through the move, Snapchat looked to provide tools used by journalists and media organisations to incorporate social content into their reporting.

The new distribution partnerships also builds on existing initiatives Snap had been undertaking to bolster its content and better support the needs of media organisations. This includes Snap Kit, which allows approved platforms to integrate Snapchat experiences into their products, without compromising users’ private data.

Following the partnership, Storyful, NewsWhip, SAM Desk and Tagboard will be able to use Snapchat’s Story Kit integrations to access, and distribute publicly shared Snapchat content to the thousands of newsrooms and storytellers they collectively reach.  Snapchat content will then be featured and searchable within each partners’ respective products. Journalists will be able to use these platforms to get alerts, search for relevant topics or locations, and to save searches for future use.