Snap Buys Placed To Improve Offline Ad Attribution

What Happened
On Monday, Snap Inc. announced its acquisition of Placed, a mobile location analytics startup that delivers location-driven consumer insights. Placed gathers its data from a panel of mobile users who opted in to allow the startup to track their whereabouts in return for small cash payments. By acquiring Placed, Snap Inc. can benefit from its data to gain audience insights and measure the offline effectiveness of its ads.

In related news, the Venice, CA-based company also bought a drone manufacturer, Ctrl Me Robotics, last month, hinting at the possibility of developing a selfie-drone for Snapchatters.

What Brands Need To Do
Back in April, Snapchat launched a “Snap to Store” attribution service, which lets brands see if their ad campaigns on Snapchat is successful at driving people to visit their brick-and-mortar stores. Buying Placed will undoubtedly buff up Snapchat’s offline attribution and help the popular messaging app better make its case to retail advertisers. If your brand is thinking about advertising on Snapchat, this acquisition should come as welcome news. Placed is remaining independent and will continue serving its existing client base and all data is separate from Snapchat. 


Disclosure: The Lab’s parent company Interpublic invested a minority stake in Placed in 2014.

Source: AdWeek

Google Starts Tracking Retail Purchases For Online-To-Offline Attribution

What Happened
Earlier this week, Google rolled out a new measurement tool to help advertisers measure the offline impact of their digital ads by tracking offline purchases people make in merchants’ brick-and-mortar stores after clicking on their digital ads. Through partnerships with consumer data and credit card companies, Google has access to roughly 70% of U.S. credit and debit card transactions, which it now matches with ad clicks to automatically inform merchants when their digital ads translate into sales at a physical store.

What Brands Need To Do
In October, Google launched a Conversions API for its display ad network DoubleClick, which enables advertisers to connect offline activities like in-store purchases and phone bookings to their online campaigns. Measuring offline sales and store visits driven by digital ads is especially important for retailers and CPG brands, as those metrics are the typical KPIs for measuring their campaigns. As Google builds out their attribution tools, brands should learn to leverage the data these tools provide to better inform their campaigns.


Source: Fortune