Snapchat Acquired Location Measurement Company Placed for $135 Million

Also confirms purchase of map app Zenly

Snapchat has been making some intriguing moves into location measurement and now the company is revealing how much it paid to acquire data company Placed.

According to documents filed with the U.S. Securities and Exchange Commission (SEC) today, the Venice, Calif.-based company snapped up Placed for $135.2 million in cash.

“The company was acquired to enhance advertising effectiveness,” read the filing. “We are currently in the process of valuing the assets acquired and liabilities assumed in the transaction.”

While Placed is run independently and has separate guidelines in place to protect its data and privacy, the two companies have already hinted at how

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