Snapchat Acquires Location-Based Data Company to Ramp Up Mobile Measurement

Placed connects digital ads to foot traffic

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Snapchat has bought advertising data player Placed as the app builds out an ad-tech stack to track offline conversions from digital ads.

Placed is a location-focused company that uses opt-in mobile panels to track foot traffic to stores for brands. As of February 2016, the company was collecting anonymous data about consumers’ whereabouts from 600 million locations every day and has previously equipped agencies including Essence, DigitasLBi and Horizon Media with in-store insights.

According to Snapchat, Seattle-based Placed will continue to work independently while founder and CEO David Shim will report to Snap’s CSO Imran Khan.

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