Despite once denouncing overtly “creepy” advertising, Snapchat has struck a deal with Oracle Data Cloud to allow advertisers to add offline user data to their arsenal.
The partnership will allow the likes of Honda and The Honest Company to target Snapchat users more deeply with relevant ads based on things they have purchased offline. This data might come in the form of loyalty card behaviour, for example.
The idea is that brands will be able to ascertain whether their ads on Snapchat influence users' offline behaviour, a marketing coup that will allow the social network to attract more spend to its platform.
The deal is the latest move by Snapchat to prove its marketing worth to brands that invest dollars in its various ad formats. It also offers interest-based targeting Snap Lifestyle Categories and serves ads to users based on what Discover and Live Stories content they watch across 60 categories including sports and music.