Snap just acquired Placed, a company that tracks if online ads lead to offline purchases

Snap has acquired Placed, a Seattle-based ad tech company that specialises in measuring offline sales attribution – allowing Snapchat to definitively measure whether online adverts on their app platform actually lead to store visits and offline purchases.

It goes without saying that attributing an offline purchase to anyone online is tricky, given how many devices people use and that it may not always lead to purchase immediately after seeing an ad online.

Nevertheless, the move demonstrates how Snapchat is attempting to safeguard itself against competition posed by big social platforms – which have routinely poached its ephemeral content and Stories functionality – in order to bolster it own offering and to prove it has effective functionality for brands to measure equity, and ultimately prove the bottom line being shifted as a result of ad spend with Snapchat.

Source: Mashable