And that's music to ad buyers' ears. User discontent will not dissuade Snapchat from rolling out in-app behavioural targeting in Q4, in time for a rumoured IPO, according to industry analyst Rebecca Lieb, who says users will continue to use the platform because: "There is a difference between what people say and what people do... The more you can do with your data, the better it is." " Together with its Snap Audience Match, which allows brands to anonymously sync email lists and files of mobile data device IDs with data from Snapchat's user pool, the behavioural tool will improve ad targeting and allow brands to target viewers based on the content categories they follow.
User discontent will not dissuade Snapchat from rolling out in-app behavioural targeting in Q4, in time for a rumoured IPO, according to industry analyst Rebecca Lieb, who says users will continue to use the platform because: "There is a difference between what people say and what people do... The more you can do with your data, the better it is." " Together with its Snap Audience Match, which allows brands to anonymously sync email lists and files of mobile data device IDs with data from Snapchat's user pool, the behavioural tool will improve ad targeting and allow brands to target viewers based on the content categories they follow.