Snap Acquires Placed to Enhance Offline Ad Attribution
Snap Inc., the parent company of Snapchat, has acquired Placed, a leading marketing analytics firm specializing in tracking offline consumer behavior—including store visits and real-world purchases. This strategic move aims to strengthen Snapchat’s advertising measurement capabilities, particularly for campaigns driving physical retail traffic.
Why This Acquisition Matters
Placed brings proven expertise in location-based attribution, a critical metric for brands evaluating ad ROI. In a 2016 study of 2 million Snapchat users, Placed provided granular insights into shopping habits segmented by:
- Age demographics
- Gender
- Ethnicity
- Retail preferences
This data will directly enhance Snapchat’s Snap to Store program, launched earlier this year to measure how digital ads influence in-person store visits and consumer engagement.
Key Benefits for Snapchat’s Advertising Ecosystem
- Proven Attribution Model: Placed has measured over $500M in media spend correlating to store visits across thousands of campaigns.
- Independent Operation: Placed’s 100+ employees will continue working from Seattle, LA, and NYC offices.
- Strategic Expansion: Follows Snap’s acquisition spree leading up to its March 2017 IPO.
Deal Financials and Strategic Context
While Snap declined to disclose terms, industry reports suggest the acquisition exceeded $200 million, potentially ranking among Snap’s largest deals to date. This follows other strategic purchases including:
- Cimagine Media ($40M, AR startup)
- Vurb ($110M, mobile discovery app)
- Ctrl Me Robotics (<$1M, drone technology)
“Placed has established itself as the gold standard for location-based attribution,” stated CEO David Shim in the acquisition announcement. The integration will provide advertisers with unprecedented clarity on how Snapchat campaigns translate to real-world consumer actions.
Editor’s Note: This acquisition signals Snap’s commitment to bridging digital advertising with measurable offline impact—a growing demand among performance-focused marketers.
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