Thursday, June 08, 2017

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

This article deals with SnapChat acquiring the company Placed, which tracks the locations of people using their mobile phones and would make it easier for measuring how much ads lead to actual foot traffic. In addition, the Company could track where a user is when a digital ad is actually shown to him or her.

This would be a great enhancement to understanding and tracking mobile ads, where advertisers could understand the most effective ways of when to show ads to them based on location. They could understand if showing the ad in a competitor store could be more effective than showing it when the user is nearby. The advertiser could also target based on location, which I'm not sure is currently available to digital advertisers.

It will be interested to see how much better mobile advertising could get with new measurement systems such as this.

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