Snapchat Integrates Nielsen Premium Audience Segments

Originally Published by Nielsen.

Nielsen announced that its premium audience segments will be available on Snapchat’s ad buying platform. This integration will allow advertisers and agencies to buy inventory on Snapchat using Nielsen-branded audience segments through the Nielsen Marketing Cloud.


The offering will allow clients access to audience data across more than 30,000 segments including Nielsen Buyer Insights and Nielsen Catalina Solutions, which are based on offline purchase data. Advertisers and marketers can now create and connect with personalized audience segments using consumer characteristics, including demographics, buying behavior and mobile behavior. Snapchat’s integration will additionally allow Nielsen Marketing Cloud Data Management Platform (DMP) clients to take advantage of their first-party data segments and target them directly on Snapchat’s platform.

Snapchat’s use of Nielsen Data as a Service (DaaS) audience segments is the latest expansion of Snapchat’s collaboration with Nielsen. Snapchat currently uses Nielsen measurement solutions across Reach, Resonance, and Reaction KPIs and will now have the ability to align activation segments with ROI measurement solutions such as Nielsen Buyer Insights and Nielsen Catalina Solutions Sales Effect studies. The collaboration between the two companies dates back to 2014 with Snapchat’s adoption of Nielsen Digital Ad Ratings. In addition to offering third-party data from the Nielsen Marketing Cloud, Snapchat allows buyers and sellers to use Nielsen audience segments to continue demonstrating the sales lift from campaigns running through Snapchat across categories including fast-moving consumer goods (FMCG), retail, auto, finance, travel and technology.

“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,” said Jessica Hogue, SVP of Digital Solutions at Nielsen. “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.”

Latest News

Michael brown

Police Officer Who Killed Michael Brown Won’t Face Charges

Darren Wilson, the former officer in Ferguson, Missouri, who, in 2014 fatally shot Michael Brown, an unarmed Black teenager, will not face any charges, the Washington Post reports. St. Louis County’s top prosecutor, Wesley Bell, said at a news conference on Thursday that his office investigated the case, including witness statements, forensic…

7 Podcasts to Add to Your Playlist That Talk Diversity

Podcasts, a growing source of information, have shown up as platforms that many diverse voices are using to connect, empower, inform, and advocate for change. There are more than 850,000 active podcasts and more than 30 million podcast episodes, based on studies from Nielsen and Edison. According to research, 70%…

5 Ways to Show You Are a High-Potential Employee

Advancing your career and finding the right employer and position fit doesn’t have to be complicated. There are things you can do each day to move toward your dream job. The following article, part of the 5 Ways series, will show you a few different tactics to use to show your employer that you are a high-potential employee.