Facebook owns PII data -- data the user attests -- and user engagement data. Snapchat just has user engagement data -- data derived from the user's behavior. Th

Facebook owns PII data -- data the user attests -- and user engagement data. Snapchat just has user engagement data -- data derived from the user's behavior. This is a notable difference, but frankly, at this point in time it doesn't matter: every potential advertiser worth their salt knows that the average Snapchat user is between 14-25. Both services usually know location. To many advertisers, the Facebook ad platform's sophisticated audience analysis isn't so much value-add as a way to prune people unlikely to be interested from being shown your ads. This is why the comparisons between Snapchat and MTV are apt.