Skip to main content
Instapage

Snapchat will target ads based on what people buy off Snapchat

snapchat-money-dollars1-ss-1920

If you want to make a lot of money selling digital ads, you need to win over direct-response advertisers, like Google and Facebook have, Twitter is trying to and Snapchat now wants to do as well.

Following the footsteps of Google, Facebook, Twitter, Pinterest and Pandora, Snapchat will start targeting and measuring ads on its platform based on what people buy outside of Snapchat, the company announced on Thursday. Oracle Data Cloud, which owns purchase data collection firm Datalogix, will provide the data to Snapchat, as it does to Google and Facebook.

Honda, Kia, The Honest Company and STX Entertainment are the first brands to use the new ad-targeting options.

The new purchase-based ad targeting options will be available for all ad formats on Snapchat, whether brands buy those ads directly from Snapchat or through a third-party ad-buying firm that uses Snapchat’s Ads API.

Snapchat will use Oracle Data Cloud’s syndicated audience segments. The list of roughly 100 categories takes Oracle’s data tracking people’s online and offline purchases and organizes them into un-branded segments like “cosmetics shopper” and “consumer tech shopper.” A Snapchat spokesperson declined to share a full list of the newly available ad-targeting options resulting from the deal with Oracle Data Cloud.

Snapchat uses a process called “hashing” to match the people in those segments to their Snapchat accounts based on the email accounts and unique advertising-only identifiers that Snapchat has on them. The data remains encrypted and anonymized so that Snapchat can’t see how individual users tie to Oracle’s purchase data and Oracle can’t see how its purchase data ties to Snapchat’s individual users.

If people don’t want to be advertised to on Snapchat based on data collected outside of Snapchat, they can opt out of the targeting through the Snap Audience Match preference in the app’s settings section.

The ad-targeting options are meant to do a better job at pinpointing people likely to buy a brand’s product than an ad aimed based on how old a person is, their gender, where they live or what content they check out. And for Snapchat, which has been positioned as a digital home for brand advertisers to bring their TV dollars, their aim is to attract more ad dollars from marketers more interested in pushing sales than raising brand awareness. To that end, the deal with Oracle Data Cloud will also enable Snapchat to measure whether its ads resulted in product sales.

Snapchat, which is reportedly planning to go public this year, is looking to prove to advertisers that it can deliver them customers in the same way that Google and Facebook have, in hopes of building up its ad business to the level that Google and Facebook have.



via Marketing Land

Comments

Popular posts from this blog

How to Get SMS Alerts for Gmail via Twitter

How do you get SMS notifications on your mobile phone for important emails in your Gmail? Google doesn’t support text notifications for their email service but Twitter does. If we can figure out a way to connect our Twitter and Gmail accounts, the Gmail notifications can arrive as text on our mobile via Twitter. Let me explain:Twitter allows you to follow any @user via a simple SMS. They provide short codes for all countries (see list) and if you text FOLLOW to this shortcode following by the  username, any tweets from that user will arrive in your phone as text notifications. For instance, if you are in the US, you can tweet FOLLOW labnol to 40404 to get my tweets as text messages. Similarly, users in India can text FOLLOW labnol to 9248948837 to get the tweets via SMS.The short code service of Twitter can act as a Gmail SMS notifier. You create a new Twitter account, set the privacy to private and this account will send a tweet when you get a new email in Gmail. Follow this account …

Another SEO tool drops the word “SEO”

This guest post is by Majestic’s Marketing Director, Dixon Jones, who explains the reasons for their recent name change.
Majestic, the link intelligence database that many SEOs have come to use on a daily basis, has dropped the “SEO” from it’s brand and from its domain name, to become majestic.com. Since most people won’t have used Google’s site migration tool before, here’s what it looks like once you press the “go” button:

In actual fact – there’s a minor bug in the tool. The address change is to the https version of majestic.com (which GWT makes us register as a separate site) but that message incorrectly omits that. Fortunately, elsewhere in GWT its clear the omission is on Google’s side, not a typo from the SEO. It is most likely that the migration tool was developed before the need for Google to have separate verification codes for http and https versions of the site.
The hidden costs of a name change
There were a few “nay sayers” on Twitter upset that Majestic might be deserting it…

6 types of negative SEO to watch out for

The threat of negative SEO is remote but daunting. How easy is it to for a competitor to ruin your rankings, and how do you protect your site? But before we start, let’s make sure we’re clear on what negative SEO is, and what it definitely isn’t.Negative SEO is a set of activities aimed at lowering a competitor’s rankings in search results. These activities are more often off-page (e.g., building unnatural links to the site or scraping and reposting its content); but in some cases, they may also involve hacking the site and modifying its content.Negative SEO isn’t the most likely explanation for a sudden ranking drop. Before you decide someone may be deliberately hurting your rankings, factor out the more common reasons for ranking drops. You’ll find a comprehensive list here.Negative off-page SEOThis kind of negative SEO targets the site without internally interfering with it. Here are the most common shapes negative off-page SEO can take.Link farmsOne or two spammy links likely won’…