# Snapchat and Oracle’s Big Fat (Data) Wedding

- Link: https://chatterblast.com/blog/snapchat-and-oracles-big-fat-data-wedding/
- Published: 2017-01-24T18:52:19-05:00
- Author: chatterblastteam

Surprise! (Not really.) **Snapchat** is stepping up its [social advertising](http://chatterblast.wpengine.com/snapchat-just-entered-the-social-advertising-big-leagues/)
game yet again.

[A new partnership](http://www.businessinsider.com/snapchat-partners-with-oracle-data-cloud-for-offline-purchase-ad-targeting-2017-1)
between the Snap-machine and [our friends over at **Oracle Data Cloud**](http://chatterblast.wpengine.com/to-the-cloud-and-beyond-dispatches-from-oracle-openworld/)
is moving forward, which means the world of puppy dog filters is about to meet the
world of #bigdata. Say it with us: _Daaaaaang._

https://www.instagram.com/p/BKl36XGA9xF/

_ICYMI, CBM + Oracle = BFFs _

Smart move, Oracle. With more than 150 million Snapchat users and Oracle’s quality
offline purchase data, it’s the perfect advertising storm.  

Here’s the skinny: To help businesses reach their advertising goals, Snapchat will
utilize Oracle’s data, such as loyalty card programs and past purchase behavior.
Like **Facebook** and **Google**, data collection will be sourced from [**Datalogix**](http://www.oracle.com/us/corporate/acquisitions/datalogix/index.html).

If you didn’t know, Oracle’s Datalogix provides detailed offline purchasing data,
a.k.a. just what Snapchat is seeking: top-notch audience targeting and the ability
to measure the impact it all has on sales. Sounds like a dynamic duo to us.

[Adweek reveals](http://www.adweek.com/news/technology/snapchat-advertisers-can-now-target-apps-users-based-offline-sales-data-175646)**
Honda**, **STX Entertainment**, **Kia** and **The Honest Company** are the first
set to test out the new targeting tool. They’ll be looking for you on discovery 
and stories.

> Mobile app [@Snapchat](https://twitter.com/Snapchat?ref_src=twsrc%5Etfw) follows
> lead of [@Google](https://twitter.com/Google?ref_src=twsrc%5Etfw), [@facebook](https://twitter.com/facebook?ref_src=twsrc%5Etfw)&
> [@Twitter](https://twitter.com/twitter?ref_src=twsrc%5Etfw) by working with [@OracleDataCloud](https://twitter.com/OracleDataCloud?ref_src=twsrc%5Etfw).
> News via [@WSJ](https://twitter.com/WSJ?ref_src=twsrc%5Etfw) [https://t.co/Vs355oTbXt](https://t.co/Vs355oTbXt)
> — Oracle Advertising (@OracleDataCloud) [January 19, 2017](https://twitter.com/OracleDataCloud/status/822114548798910466?ref_src=twsrc%5Etfw)

So, let’s get to the obvious question: What does this power move mean?

Yes, Snapchat is popular and has many partnerships when it comes to advertising 
and measurement, but now the floodgates are open to third-party data. With this,
Snapchat is going to beat the odds and prove that their advertising methods create
ROIs for businesses.

All this targeting chat may make you feel a little weary about your privacy, but
don’t worry—Snapchat will allow you to opt out. Simply head over to your settings,
tap _manage preference_, then _ad preferences,_ and select _off_ for “Snap Audience
Match.”

[[

Speaking of Snapchat, the Blasters got into a bit of a [(friendly) argument](http://chatterblast.wpengine.com/pointcounterpoint-instagram-snapchat-and-the-fight-for-your-stories/)
last week about the app’s “my story” feature versus the rival offering provided 
by Instagram.

What do you think: Do you still snap your stories, or have you become a ‘grammer?