Snapchat and Nielsen, doubling down on their partnership, are now offering marketers the ability to make targeted ad buys based on offline data, in similar fashion to other popular social media platforms.A marketer can use Nielsen audience data, for instance, to target someone on Snapchat who purchased lipstick at a retail store offline. The offering provides some 30,000 segments and includes Nielsen Buyer Insights and Catalina Solutions, which are primarily based on offline loyalty card and credit card data.The move is similar to what Snapchat already provides through Oracle, but the addition of Nielsen makes the company a more serious player on par with platforms such as Twitter and Pinterest, says Josh von Scheiner, founder and creative director at social media agency VonShine Industries. He also notes it comes at a time when Facebook is raising the height of its so called “walled garden” under the guise of increasing regulation.
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Source: Ad Age – News
