Tim Peterson says, “Snapchat is rolling out new ad targeting options that challenge its anti-creepy advertising stance and could be used to execute the type of retargeting that Snapchat really doesn’t like.

Snapchat is beginning to let brands aim their ads at the mobile app’s daily audience of 150 million, based on those people’s email addresses and the unique advertising identifiers attached to their phones, as well as to people who share characteristics with that defined audience. And more old-school advertisers will now be able to target ads based on content-based audience categories, like people who are into gaming, music, sports, beauty or technology.

The three new ad targeting options — Snap Audience Match, Lookalikes and Snapchat Lifestyle Categories — will be available for anywhere its vertical video Snap Ads can run, such as in between people’s Stories, within Live Stories or within Discover channels. But advertisers will not be able to use them to target their sponsored lens or sponsored geofilter campaigns. And while most brands should now be able to use the customer-matching and lookalike-targeting options, the ability to target audiences based on the categories of content they check out won’t be broadly available until later this fall“.

Snapchat adopts Facebook-style ad targeting like email, mobile device matching

Marketing Land

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