Yahoo Finance Your real-world purchases will soon determine what ads you see on Snapchat
Snapchat ads are about to get much more personal.
Snap, the company behind the ephemeral image sharing app, will begin letting advertisers use offline sales data like store purchases and loyalty rewards programs to better tailor ads to individual users.
The move follows in the footsteps of bigger rivals like Facebook and Google, which have built behemoth ad businesses around their ability to target with pinpoint precision. Both have agreed to similar partnerships with Oracle Data Cloud.
Snap had previously long resisted these kinds of tactics; CEO Evan Spiegel famously promised to avoid "creepy" tracking and targeting two years ago.
But pressure from advertisers and heated competition has forced the company to ease up on that stance.
The company will partner with Orcale to use anonymized email addresses and mobile IDs to match information with Snapchat's own user base.
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Kia, STX Entertainment and The Honest Company are among the first brands to test the new capabilities.
Last fall, Snapchat rolled out a host of new tools that let advertisers target around email address and other identifiers specific to a user's phone and their behavior within the app.
Snap has also made deals with several third-party measurement firms to provide brands with more comprehensive data on how their ads are being viewed.
The move comes as the company is reportedly looking to beef up revenues in preparation for a public offering.
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