September 20, 2016

Marketers Are Getting the Snapchat Targeting Data They Want. Will That Scare Off Users?


Having wowed advertisers at the Cannes Lions in June with the unveiling of its long-awaited ad tech platform, Snapchat is introducing in-app behavioral targeting in the fourth quarter (timed to a rumored IPO). To improve ad targeting, Snap Audience Match will let brands take their email lists and files of mobile device IDs, and then anonymously sync the data with Snapchat's user pool. Our Director of Search and Analytics, John Liu, weighs in on what this means for brands and users alike.

So much for not being creepy.

Topics: Digital Marketing, Social Media, Big Data, Digital Strategy