Snapchat has struck a partnership with Nielsen’s mobile Digital Ad Ratings (mDAR) unit, giving brands the ability to buy guaranteed Snapchat audiences by age group and gender.
The system is similar to Nielsen’s TV offerings.
This will make Snapchat ads available for planning and buying through Nielsen’s digital ad ratings platform, which offers guaranteed age-group and gender demographic groups.
It will be offered as an optional way to buy Snapchat ads, an alternative to the in-house advertising API it introduced last year.
This move builds on the partnership forged between the companies last February, which introduced Nielsen’s measurement tools to Snapchat’s so-called ‘3V’ (Vertical, Video, Views) ads.
The television-minded data endeavor meshes well with Snapchat’s other recent announcements, such as striking an original content deal with Turner Broadcasting last month. Snapchat also has dedicated video agreements with TV brands like NBC and MTV.
Tuesday’s development expands the Snap-Nielsen relationship, which had been limited to ads measurement. And to be clear, the mDAR move simply gives brands another purchasing option, as the other methods of buying Snapchat campaigns via its ads API remain available.
For the last two years, Snapchat execs have worked quickly on their advertising capabilities. For instance, they inked a deal with Oracle just last week to let brands use offline data to drive better campaigns on the app.