{"id":2973,"date":"2017-01-19T23:40:30","date_gmt":"2017-01-19T23:40:30","guid":{"rendered":"https:\/\/www.rsoftsolution.com\/blog\/snapchat-embraces-offline-purchase-ad-targeting-its-ceo-called-creepy.html"},"modified":"2017-01-19T23:40:30","modified_gmt":"2017-01-19T23:40:30","slug":"snapchat-embraces-offline-purchase-ad-targeting-its-ceo-called-creepy","status":"publish","type":"post","link":"https:\/\/www.rbsitsoftwaresolution.in\/blog\/snapchat-embraces-offline-purchase-ad-targeting-its-ceo-called-creepy.html","title":{"rendered":"Snapchat embraces offline purchase ad targeting its CEO called \u201ccreepy\u201d"},"content":{"rendered":"


\n<\/p>\n

Snap Inc.\u2019s quest to earn enough money to IPO sees it flip-flopping after pledging not to use \u201ccreepy\u201d ad targeting. Snap will now allow advertisers to use Oracle\u2019s Data Cloud (formerly Datalogix) third-party data about what users buy offline to target ads on Snapchat, according to The Wall Street Journal<\/a>. Snap tells TechCrunch that this rolled out over the last few weeks, and will allow targeting to 100 different customer demographics like \u201ccosmetics shopper\u201d or \u201cconsumer tech shopper.\u201d<\/p>\n

That\u2019s a 180 from what VentureBeat<\/a> reported Snap CEO Evan Spiegel said in June 2015 at the Cannes Lions marketing festival. \u201cI got an ad this morning for something I was thinking about buying yesterday, and it\u2019s really annoying,\u201d Spiegel declared. \u201cWe care about not being creepy. That\u2019s something that\u2019s really important to us.\u201d<\/p>\n

Yet the ad targeting based on what people buy at the grocery store that Snapchat is now offering fits that bill. Spiegel was talking about retargeted ads for specific products you looked at online. But offline purchase targeting will also produce ads that have users wondering, \u201cHow did they know I buy that?\u201d<\/p>\n

\"SAN<\/p>\n

SAN FRANCISCO, CA \u2013 SEPTEMBER 9: Evan Spiegel of Snapchat attends TechCrunch Disrupt SF 2013 at San Francisco Design Center on September 9, 2013 in San Francisco, California. (Photo by Steve Jennings\/Getty Images for TechCrunch)<\/p>\n

That\u2019s the kind of experience people are used to on Facebook, Google and Twitter. But Snapchat positioned itself as different. It touted its non-personalized Snap ads for things like movies with a wide-enough appeal that it didn\u2019t need invasive targeting. But for Snap Inc. to convince Wall Street its stock is a good buy when it\u2019s expected to go public in March, it needs the flexibility to serve a wide range of advertisers, and the targeting and conversion rates to earn more per view.<\/p>\n

Today\u2019s change follows an update in September when Snapchat opened Snap Audience Match<\/a>, which let advertisers upload their own lists of customer email addresses or mobile IDs and then target them with ads. But at least that was advertisers using their own information, not what\u2019s collected by third-party data brokers.<\/p>\n

At least Snap does allow you to opt out of all ad targeting based on data from its partners with one switch. To opt out, go into Snapchat, pull down to see your profile, hit the gear in the top right to open Settings, go to Manage Preferences, select Ad Preferences and uncheck the Snap Audience Match option.<\/p>\n

\"snapchat-ad-targeting-opt-out\"<\/p>\n

How Snap\u2019s new ad targeting works<\/h2>\n

First, Oracle Data Cloud collects data from retail stores about what you buy. Normally the company offers thousands of different demographic profiles and even specific brand buyers that businesses can target, but Snapchat has whittled that down to 100. These include \u201cmen\u2019s clothing buyer\u201d or \u201ccar shopper.\u201d All uploaded user IDs and email addresses are hashed for privacy, encrypted and anonymized, and Snap matches them to its users.<\/p>\n

Snapchat advertisers can then ask to target one of these segments of users and measure their impact on offline purchases, and they buy the ads through an auction or directly from Snap. It\u2019s currently testing the targeting system with brands like Honda, Kia and The Honest Company.<\/p>\n

\"Snapchat<\/p>\n

There are creepier things Snapchat could do that it isn\u2019t, at least not yet. It won\u2019t let businesses target just users who bought a certain product, and instead only lets them target a wider group of buyers of similar products. And it doesn\u2019t track ethnicity, sexual orientation, faith or other extremely sensitive personal data. But today\u2019s change will strike some more privacy-conscious users as a double-cross.<\/p>\n

Internet business as usual<\/h2>\n

\"snapchat-video\"This isn\u2019t to say this kind of ad targeting is inherently bad. Advertising is the lifeblood of the free consumer internet. It pays for the services we enjoy. North American and European users who command higher ad rates subsidize these services for those in the rest of the world who could afford even a tiny subscription fee that people often suggest these apps should charge.<\/p>\n

And, in the end, if you\u2019re going to see ads anyways, it makes sense for them to at least be relevant \u2014 then, rather than just being annoying and useless, you might occasionally hear about something you actually want.<\/p>\n

Deeper ad targeting might actually make Snapchat better. Businesses are going to great lengths to create entertaining custom ads for the app, and now you might see ones about the stuff you already buy, or their competitors.<\/p>\n

Still, Snapchat users were led to believe the app was taking a much more pro-privacy approach to making money that was cool, unlike Facebook. Technically this change is allowed by the app\u2019s terms of service. But so far Snap hasn\u2019t made any formal announcements to users that its approach\u00a0and business are changing, and they can opt out if they want. It should.<\/p>\n

<\/p>\n

Article source: http:\/\/feedproxy.google.com\/~r\/techcrunch\/social\/~3\/J8Gm-OElL9E\/<\/p>","protected":false},"excerpt":{"rendered":"

Snap Inc.\u2019s quest to earn enough money to IPO sees it flip-flopping after pledging not to use \u201ccreepy\u201d ad targeting. Snap will now allow advertisers to use Oracle\u2019s Data Cloud <\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[3],"tags":[10,7,14,15,6,12,11],"class_list":["post-2973","post","type-post","status-publish","format-standard","hentry","category-latest-update","tag-computer-news","tag-downloads","tag-microsoft-download-news","tag-networking-updates","tag-technology-update","tag-wordpress-plugin-download","tag-wordpress-theme-download"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t