Snap Inc, the company behind Snapchat, has signed a deal with Oracle Data Cloud – as it aligns its ad targeting with the likes of Google, Facebook and Twitter.
The Wall Street Journal reports, confirmed by Oracle via Twitter, that the deal will help marketers use data from offline purchases to target customers with more relevant ads on the Snapchat app. It will also help these marketers measure whether campaigns result in real-world sales.
Evan Spiegel, CEO and co-founder of Snapchat, has previously said that he doesn’t want consumers using the app to be served “creepy” ads, through the amount of data used to target users. But it seems there has been a significant change of heart, as Snapchat tries to catch up with other major ad players.
Last summer, Snapchat began a new advertising era by rolling out an expansion of its advertising tools. As part of the expansion, it introduced its advertising API to enable adverts on its app to be sold by third parties.
In addition, the photo and multimedia messaging service further expanded its targeting options for marketers in September.