Snapchat has partnered with Oracle to offer advertisers a way of targeting its users based on their offline behaviour, a practice its CEO once referred to as “creepy”.
Under the new scheme, Snap Inc. will now allow advertisers to use Oracle’s Data Cloud (formerly Datalogix) third-party data about what users buy offline to target ads on Snapchat.
The new feature has already been in place over the last few weeks, and will allow targeting to 100 different customer demographics like “cosmetics shopper” or “consumer tech shopper.”
The partnership will allow the likes of Honda and The Honest Company to target Snapchat users more deeply with relevant ads based on things they have purchased offline.
This data might come in the form of loyalty card behaviour, for example.
Back in June 2015, Snap CEO Evan Spiegel said at the Cannes Lions marketing festival. “I got an ad this morning for something I was thinking about buying yesterday, and it’s really annoying. e care about not being creepy. That’s something that’s really important to us.”