Snapchat is getting more sophisticated with its digital ad targeting, including letting advertisers target customers using email databases and other data sources, revealed a Wall Street Journal article. Previously, brands could target campaigns based on age or gender, but now they can do more.
Through its new Snap Audience Match, Snapchat is enabling marketers to take existing lists of email addresses and mobile device IDs, and anonymously match that data with Snapchat's own pool of consumer data, allowing enhanced ad targeting. It is also taking steps to make sure it does not employ any personally identifiable data through the campaign.
According to the WSJ, the company has been quietly testing this offering over the past few months with brands like Ebay, allowing consumers to have the choice to opt out.
Another new initiative, Snapchat Lifestyle Categories, lets brands direct ads to people who consume certain types of videos (like sports or gaming content). As a third option, Snapchat is helping advertisers target ads to consumers who exhibit a certain set of characteristics that are similar to an advertiser's existing customers--a product Snapchat is calling "Lookalikes."
To read the full WSJ report, click here.