In an effort to be on the same playing field as digital and traditional TV, Snapchat confirmed it will let brands plan and pay for ad campaigns using Nielsen's digital ratings. This transition comes after brands and companies that have been working with Snapchat have been calling for an independent measurement system where they can verify their campaign’s successes on the platform.
Brands can breakdown the Snapchat audience by gender and age group, as measured by Nielsen. The measurements and billing will come in a package like that of traditional T.V.
Facebook has provided the option to buy ads since 2015.
This development comes after Snapchat announced that it would partner with Nielsen in February 2016. Through that partnership, Snapchat leveraged Nielsen Digital Ad Ratings (DAR) to measure its audiences.
The opportunity to plan and pay for ad campaigns wasn’t the only upgrade that Snapchat has made this week. The platform will allow users to create QR 'Snapcodes' for any link. With this new feature, users can access websites shared by creator via a shareable icon through the app’s camera.
Rumors are that Snapchat’s lens feature will also get an overhaul. According to The Information, Snap Inc. is working on lenses that will overlay augmented reality animations onto snaps. The lenses have been described as “smarter,” as they are being tested internally.