Adam Przezdziek / Flickr Creative Commons

Snap has acquired Placed, a Seattle-based company that provides tools to measure how online ads translate into offline purchases, the startup announced on Monday. Geekwire, which first reported the acquisition, pegs the deal at more than $200 million. Placed, which employs about 100 people, will continue to operate independently.

Online to offline: Measuring the effectiveness of digital ads at driving offline sales remains a high-stakes yet tricky area for advertising platforms, and Google unveiled its own tool last month at its annual developer conference. Snap, which lets brands sponsor custom photo filters available to Snapchat users in specified locations, debuted its "Snap to Store" feature earlier this year to let advertisers measure how much foot traffic these filters generate, and Placed's tools will now provide even more information, including across platforms.

Go deeper

Updated 2 hours ago - Politics & Policy

Coronavirus dashboard

Illustration: Sarah Grillo/Axios

  1. Global: Total confirmed cases as of 9:30 p.m. ET: 30,918,269 — Total deaths: 959,059— Total recoveries: 21,152,312Map.
  2. U.S.: Total confirmed cases as of 9:30p.m. ET: 6,799,044 — Total deaths: 199,474 — Total recoveries: 2,590,671 — Total tests: 95,108,559Map.
  3. Politics: Testing czar on Trump's CDC contradictions: "Everybody is right" Ex-FDA chief: Career scientists won't be "easily cowed" by political vaccine pressure.
  4. Education: What we overlooked in the switch to remote learning.
  5. Health: The dwindling chances of eliminating COVID-19 — 7 states set single-day coronavirus case records last week.
  6. World: England sets £10,000 fine for breaking self-isolation rules — The countries painting their pandemic recoveries green.

Arrest over letter to Trump containing poison ricin

President Trump returning to the White House from Minnesota on Sept. 18. Photo: Win McNamee/Getty Images

A suspect was arrested for allegedly "sending a suspicious letter" after law enforcement agents intercepted an envelope addressed to President Trump containing the poison ricin, the FBI confirmed in an emailed statement to Axios Sunday.

Details: The suspect, a woman, was arrested while trying to enter New York from Canada, law enforcement forces said.

Trump campaign goes all in on Pennsylvania

Trump poster in Scranton, Pennsylvania. Photo: Robert Nickelsberg/Getty Images

The president's campaign is placing more importance on Pennsylvania amid growing concern that his chances of clinching Wisconsin are slipping, Trump campaign sources tell Axios.

Driving the news: Pennsylvania, which has 20 electoral votes, twice Wisconsin's number, actually has been trending higher in recent public and internal polling, a welcome development for the campaign.