Snap Chat is offering more location data and opportunities to advertisers
Snapchat is providing advertisers with more data about its users; their habits and interests.
The app is keen to demonstrate to retailers how ads on its platform drive online to offline conversion, and has released out of beta ‘Snap to Store’.
The dashboard breaks down data, including reach, visits to desired location, as well as by gender and age. Future plans include further audience segmentation by interests and lifestyle categories.
The move is somewhat surprising from a platform which hangs its hat on protecting its users privacy.
But major channels continue to open up more and more data to advertisers, enabling greater audience segmentation and targeting, it’s no real surprise that Snapchat is having to follow suit, to a certain extent.
For the moment, the app will continue to keep its users’ privacy relatively protected, and will not share location information with advertisers. It will also continue to enable users to opt-out of location-based targeting.
Image credit: Snap Inc