Snapchat Selling Ads With Nielsen’s Help

The app’s parent, Snap Inc., which appears to be on the cusp of an IPO, wants TV advertisers to think about it as mobile television and spend their money accordingly. It has formed a partnership with Nielsen’s mobile Digital Ad Ratings unit, giving brands the ability to buy guaranteed Snapchat audiences by age group and gender. For the most part, it’s the same kind of system — from ordering to measuring the results — that marketers are accustomed to with Nielsen’s TV offerings.