Snapchat to Enable Ad Targeting Using Third Party Data
January 19 2017 - 6:29AM
Dow Jones News
By Mike Shields
Slowly but surely, Snap Inc. is starting to look a lot more like
its competitors -- at least when it comes to targeting 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 partnership will also help these
marketers measure whether Snapchat ad campaigns result in
real-world sales.
This is the first time Snapchat has allowed for ad targeting
using third party data. Google, Facebook and Twitter have long
offered the same offline data-targeting options through their own
Datalogix partnerships. Oracle acquired Datalogix in 2014.
This move follows Snapchat's rollout in September of Snap
Audience Match, which lets marketers use their own existing lists
of email addresses and mobile device IDs for ad targeting
purposes.
After being accused of moving slowly to incorporate advertising
technology and targeting options, Snapchat has raced quickly over
the past few years to build up its digital advertising
infrastructure, particularly ahead of its parent company's planned
initial public offering.
The social messaging app has partnered with more than a dozen ad
measurement companies, for example. And last fall, Snapchat began
enabling advertisers to buy ads in a more automated fashion via an
API, or application programming interface.
These moves come on the heels of Snap founder and Chief
Executive Evan Spiegel's now-famous promise two years ago to not be
"creepy" when it comes to using lots of data to re-target users
repeatedly.
But Jeremy Sigel, global director of partnerships and emerging
media at the WPP-owned digital ad agency Essence, said that "this
kind of data targeting is absolutely the price of doing business in
digital."
"They are playing catch up, to Facebook in particular," he
added.
Ad targeting on the web can become creepy, Mr. Sigel argued when
advertisers go too far and "follow people around the web" with ads
promoting items people have just been shopping for online. That
tactic can be "lazy," he said. "There is a fine line."
Write to Mike Shields at mike.shields@wsj.com
(END) Dow Jones Newswires
January 19, 2017 06:14 ET (11:14 GMT)
Copyright (c) 2017 Dow Jones & Company, Inc.
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