Snapchat will begin targeting and measuring ads based on what people buy outside of Snapchat, according to a company announcement.
The new purchase-based ad targeting will be available on Snapchat ad formats, including ads bought through a third-party, directly from Snapchat, or through their Ads API.
Just like it does with Google and Facebook, Oracle Data Cloud will provide their data to Snapchat from their data collection firm Datalogix. Within about 100 categories of data, Oracle tracks people’s purchases and organizes them into segments, which will help advertisers target their ads.
Honda, Kia, The Honest Company and STX Entertainment are the some of the first brands that will use the new ad-targeting feature.