Snapchat to allow ad targeting through third party data
Snap has signed a deal with Oracle Data Cloud (formerly Datalogix) to help marketers target consumers with more relevant ads on Snapchat. Marketers will be able to use data from offline purchases and determine whether Snapchat ad campaigns result in real-world sales. This is the first time Snapchat has permitted ad targeting via third-party data. Google, Facebook, and Twitter have all offered offline data-targeting options through partnerships with Datalogix.

Wall Street Journal, Friday, January 20, 2017 9:05 AM

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Snap, Inc. is looking to target people with ads using sophisticated data. "The company has signed a deal with Oracle Data Cloud, previously known as Datalogix, that will help marketers use data from offline purchases, such as supermarket loyalty cards, to target consumers with potentially more relevant ads on the increasingly popular Snapchat mobile messaging app," The Wall Street Journal reports. The partnership is designed to help marketers measure whether Snapchat ad campaigns turn in real-world sales. The report says this marks the first time Snapchat has allowed for ad targeting using third party data. The paper notes that Google, Facebook, and Twitter have all offered the same offline data-targeting options through their own Datalogix partnerships.

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