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| VIEW EVENT INFORMATION: Snapchat |
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Snapchat Embraces Offline Purchase Ad |
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About the organization Snapchat:
Type: Business
Sub-Types: Website, Social Networking Agent, Picture Hosting Agent, Text Hosting Agent, Video Hosting Agent, Application Software |
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Notable Organizations: Snapchat, Techcrunch
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| Snap Inc.’s quest to earn enough money to IPO sees it flip-flopping after pledging not to use “creepy” ad targeting. Snap will now allow advertisers to use Oracle’s Data Cloud (formerly Datalogix) third-party data about what users buy offline to target ads on Snapchat, according to The Wall Street Journal. Snap tells TechCrunch that this rolled out over the last few weeks, and will allow targeting to 100 different customer demographics like “cosmetics shopper” or “consumer tech shopper.”
That’s a 180 from what VentureBeat reported Snap CEO Evan Spiegel said in June 2015 at the Cannes Lions marketing festival. “I got an ad this morning for something I was thinking about buying yesterday, and it’s really annoying,” Spiegel declared. “We care about not being creepy. That’s something that’s really important to us.”
Yet the ad targeting based on what people buy at the grocery store that Snapchat is now offering fits that bill. Spiegel was talking about retargeted ads for specific products you looked at online. But offline purchase targeting will also produce ads that have users wondering, “How did they know I buy that?” |
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