Snapchat let brands plan and pay for ad campaigns using Nielsen's digital ratings.
The change to the ad offering comes as Snapchat looks to show that its ads are on par with its digital rivals and traditional television. Advertisers have demanded that platforms like Snapchat and Facebook adopt third-party measurement tools, such as the ones Nielsen provides, so they can independently verify the performance of their ads.
Brands can order Snapchat audiences by demographics -- gender and age group -- and get a guarantee of delivery as measured by Nielsen. Advertisers have had the option of buying Facebook ads like this since 2015.
Snapchat competes with Facebook, YouTube and Twitter, which all want to attract TV ad dollars. Snapchat recently made deals with networks like NBC and Turner Broadcasting to bring more original programming into the app. It also recently expanded a partnership with Oracle Data Cloud to enhance ad targeting, and unveiled new rules for Discover partners to make videos and articles more family-friendly -- an attempt to clean up explicit content.
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