This means advertisers and agencies can buy inventory on Snapchat using Nielsen-branded audience segments through the Nielsen Marketing Cloud. 

Clients can now access audience data across more than 30,000 segments – using consumer characteristics, including demographics, buying and mobile behaviour – including Nielsen Buyer Insights and Nielsen Catalina Solutions based on offline purchase data.

In addition, Nielsen Marketing Cloud Data Management Platform (DMP) clients can use their first-party data segments and target them directly on Snapchat’s platform.

Snapchat currently uses Nielsen measurement solutions across reach, resonance and reaction KPIs. The two companies first started collaborating in 2014, when Snapchat adopted Nielsen’s Digital Ad Ratings.

Jessica Hogue, senior vice-president of digital solutions at Nielsen, said: "This integration with Snapchat will allow partners to plan, activate and analyse marketing initiatives."