Dive Brief:
- According to Digiday, Snapchat’s moves toward an audience-based advertising strategy will have implications for its Discover portal publishing partners.
- Discover partners largely have control over selling ads within their channels, and Snapchat is looking to take more control of that ad inventory in order to aggregate audiences with targeted advertising.
- Snapchat has also recently cut deals with Nielsen Digital Ad Ratings and app analytics firm Tune to provide third-party measurement metrics on campaigns.
Dive Insight:
Snapchat has been addressing marketers’ concerns about advertising on the social media platform with the measurement deals, and increasing the ability to target ads would be another move toward appeasing its advertisers.
The Digiday article pointed out that by aggregating audiences throughout the Discover portal, Snapchat could offer targeting by age, gender, location and device type while offering marketers larger audiences across multiple Discover channels rather than having to run campaigns on different channels through the channel publisher.
Last week Snapchat chose Nielsen Digital Ad Ratings to measure the audience of 3V ad units across metrics including mobile audience reach, frequency, demographic composition and gross ratings points.
