Snapchat has filed an alliance with Foursquare to display filters and better advertising directed within your application.
according To AdWeek, the partnership with Foursquare will allow all advertisers to take information of the 90 million of public places registered on the platform and use them to improve the routing of the filters by location.
The information from Foursquare will help brands and advertisers on Snapchat display advertising more targeted. Up to now, for example, advertisers have had to target their advertising, and filters to an entire plaza, with the partnership with Foursquare, advertisers will be able to choose from best way to the specific location, choosing a specific local within that square.
The partnership with Foursquare will help that Snapchat has more information about the location of users and which sites they visit. However, this alliance is not the only of this type, as AdWeek says that Snapchat has alliances of this type with at least 11 companies.
Likewise, the same information from Foursquare is not only used by Snapchat. Uber, Apple, Pinterest, and Twitter are just some of the companies that are benefited by the information of Foursquare.
The Tuesday that was unveiled this alliance, Reuters reported that Snap Inc., matrix of Snapchat, applied confidentially for its IPO (initial public offering of shares, for its acronym in English). The news agency did not reveal the price of the public offer.
Reuters reaffirmed that the offer would be made public in march, the same date that The Wall Street Journal reported at the beginning of October. According to the Journal, with the public offering, the company could be appraised at US$ 25,000 million, or more.
An ipo would be an important step in the efforts of the company with headquarters in Los Angeles to compete against the giants of Silicon Valley. Snap already evaded a purchase offer from Facebook in 2013, for US$ 3,000 million. Since then, Facebook has used its liquidity to copy many of the popular features of Snapchat. In August, for example, Instagram, which is owned by Facebook, launched Instagram Stories, that allows people to upload a series of photos and videos that disappear after 24 hours. The function is a clone of a function of Snapchat is called Stories.
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