Marketers Are Getting the Snapchat Targeting Data They Want. Will That Scare Off Users?

Advertisers will have behavioral insights soon


Having wowed advertisers at the Cannes Lions in June with the unveiling of its long-awaited ad tech platform, Snapchat has shown no signs of slowing down. The popular messaging app plans to attract deep-pocketed marketers and investors with the introduction of in-app behavioral targeting in the fourth quarter timed to a rumored IPO. To improve ad targeting, the popular messaging app last week announced Snap Audience Match, which lets brands take their email lists and files of mobile device IDs, and then anonymously sync the data with Snapchat's user pool.

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