It does this by providing advertisers with data relating to where users go after viewing a sponsored location-based ad. This move isn't totally out of the blue for Snapchat.Įarlier this year, they released their Snap to Store feature, which helps brands analyze the number of consumers who visit a store. Since February 2016, the company has been successfully gathering consumer data from 600 million locations every single day.
If you're not familiar with it, Placed tracks footfall in stores by using opt-in mobile panels. But now, things are changing.Ĭue Snapchat's recent purchase of Placed. Measuring the conversion rate between online ads and offline sales has been a sticking point for years. You create engaging ads but you don't know who has seen and acted on them.
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