With the amount of data and traffic on Snapchat, especially among the young users demographic, it was only a matter of time before they too decided to make targeting more granular on the platform. According to a report in Wall Street Journal, Snapchat has decided to let “advertisers target customers using email databases and other data sources.” Snapchat has now launched three targeting options for marketers:
- Snap Audience Match – Enables marketers to take existing lists of email addresses or mobile device IDs, and anonymously match this data with Snapchat’s own pool of consumer data, allowing enhanced ad targeting. As is industry practice, PII is not employed in ad targeting. They’ve tested this with companies like eBay over the past few months, and will be offering an opt-out option to consumers as well.
- Snapchat Lifestyle Categories – Behavioural targeting under a flash name, this option enables brands to target ads to people who consume certain types of videos like sports or gaming content.
- Lookalikes – This option allows advertisers to target consumers that exhibit a certain set of characteristics similar to their existing customers.
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