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Snap Beefs Up Its Ad Game With Digital Tracking Service Acquisition

Acquisition gives Snap another tool to offer its advertisers when it comes to tracking user habits

Snap Inc. — the parent company of popular messaging app Snapchat — has acquired Placed, a Seattle-based company that helps advertisers track the location and buying habits of its customers.

Terms of the deal were not disclosed.

In a blog post on his company’s site, Placed CEO David Shim said “Placed’s goal continues to be the adoption of a common yardstick that can measure the offline effectiveness of advertising across multiple platforms and publishers.”

Shim will report to Imran Khan, Snap’s Chief Strategy Officer, while his team of more than 100 workers will continue to report to Shim.

Founded in 2011, Placed helps its customers measure how ad exposure leads to store visits, as well as “deliver actionable insights into consumer behavior.”

The move adds another feather to Snap’s marketing cap, as it recently rolled out “Snap to Store,” which gives its ad partners the ability to track if its Snapchat placements lead to in-store visits.

Snap did not immediately return TheWrap’s request for comment.

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