Photo: Getty ImagesSnapchat is pushing further into sophisticated digital ad targeting, including letting advertisers target customers using email databases and other data sources. Through a product called Snap Audience Match, Snapchat is enabling marketers to take existing lists of email addresses and mobile device IDs, and anonymously match that data with Snapchat’s own pool of consumer data, allowing enhanced ad targeting. In this process, Snapchat is taking steps to make sure it does not employ any personally identifiable data when executing these ad campaigns. EBAY -1.79 % Consumers will have the option to opt out of the Audience Match product. Early test campaigns have shown that consumers are watching more ads in their entirety thanks to the targeting, said Ms. Hofstetter.

Source: Wall Street Journal September 13, 2016 15:00 UTC