Could someone in the ad industry please confirm the key assertion of the article: that the targeting value of Snapchat's data is comparable to Facebook's target

Could someone in the ad industry please confirm the key assertion of the article: that the targeting value of Snapchat's data is comparable to Facebook's targeting value? With improvements coming in NLP and computer vision (i.e., understanding images and someone's preferences), it also seems unlikely to remain true even if true today.