Despite Snap’s chief executive Evan Spiegel once denouncing “creepy” hyper-targeted ads, Snapchat has unveiled a tool called Snap Pixel which will allow advertisers to track conversation across platforms and, eventually, support more sophisticated targeting.
The long-awaited feature will aid Snap in building out its performance marketing capabilities, letting marketers connect the dots between ads served within Snapchat‘s walls and website traffic.
The tool, which works via a piece of code baked into an advertiser’s site, will let brands measure the revenue, performance, growth, and acquisition driven by the app — including web visits, purchases, and sign-ups — across devices.
Source: The Drum
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