Snapchat is looking to boost its advertisers’ ad-targeting efforts with the launch of three new features: Snap Audience Match, Snapchat Lifestyle Categories and Lookalikes.
Snap Audience Match allows brands to anonymously match data from their existing lists of email address and mobile device IDs with Snapchat’s pool of consumer data, and Shields pointed out that Snapchat ensures that personally identifiable data is not used in ad campaigns.
According to Shields, Snapchat has been testing Snap Audience Match over the past few months with companies including eBay, and Snapchat users can opt out of being included.
Snapchat Lifestyle Categories enables brands to target ads to users who view certain types of videos, such as sports or gaming.
Finally, much like its Facebook namesake, lookalikes allow advertisers to target Snapchat users with similar characteristics to their existing customers.
Snapchat chief strategy officer Imran Khan told Shields:
We’re working hard to show our community engaging, relevant ads, in turn helping our advertising partners drive amazing return on investment.
Readers: What are your initial thoughts on Snapchat’s new ad-targeting options?