Hooked users unlikely to leave Snapchat over ad targeting
User discontent will not dissuade Snapchat from rolling out in-app behavioural targeting in Q4, in time for a rumoured IPO, according to industry analyst Rebecca Lieb, who says users will continue to use the platform because: "There is a difference between what people say and what people do...once you're hooked, you are pretty well hooked." Together with its Snap Audience Match, which allows brands to anonymously sync email lists and files of mobile data device IDs with data from Snapchat's user pool, the behavioural tool will improve ad targeting and allow brands to target viewers based on the content categories they follow. 
Having wowed advertisers at the Cannes Lions in June with the unveiling of its long-awaited ad tech platform, Snapchat has shown no signs of slowing down. The popular messaging app plans to attract deep-pocketed marketers and investors with the introduction of in-app behavioral targeting in the fourth quarter timed to a rumored IPO. To improve ad targeting, the popular messaging app last week announced Snap Audience Match, which lets brands take their email lists and files of mobile device IDs, and then anonymously sync the data with Snapchat's user pool.