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Snapchat To Enable Ad Targeting Using Third Party Data

Snap, Inc. is looking to target people with ads using sophisticated data. "The company has signed a deal with Oracle Data Cloud, previously known as Datalogix, that will help marketers use data from offline purchases, such as supermarket loyalty cards, to target consumers with potentially more relevant ads on the increasingly popular Snapchat mobile messaging app," The Wall Street Journal reports. The partnership is designed to help marketers measure whether Snapchat ad campaigns turn in real-world sales. The report says this marks the first time Snapchat has allowed for ad targeting using third party data. The paper notes that Google, Facebook, and Twitter have all offered the same offline data-targeting options through their own Datalogix partnerships. 



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