Snapchat will now provide advertisers the ability to use offline data to market to its 150 million daily active users.

How? The social media giant is teaming with the Oracle Data Cloud, formerly called Datalogix, to provide advertisers data about users' offline purchasing history to hyper-target ad campaigns. According to AdWeek, STX Entertainment, Kia, Honda, and The Honest Company will all be testing the new capability.

Why? In the past, Snapchat received backlash for giving advertisers minimal ability to custom-target its users, which hindered their ability to compete with the likes of Google and Facebook in winning advertising contracts. A 2015 eMarketer report cites a 'Social Advertising Effectiveness Scorecard' where industry executives rate leading platforms in their ability to market users through advertising. Snapchat received a C- for "ad targeting effectiveness" and D+ for "ad measurement and analytics effectiveness."

Under pressure: The Oracle partnership is newsy given that 18 months ago, Snapchat founder and CEO Evan Spiegel vowed not to be "creepy" in how the tech giant utilized users' offline data to retarget them. However, that was a year and a half ago, when the company was valued $6 billion less than what it is now and before it was exploring an IPO, forcing them to demonstrate advertising appeal to investors.

Our take: Spiegel's right that overlaying offline user-data affects user experience, but Snapchat can't compete with other platforms to win over high-end ad contracts, particularly for retail campaigns, without doing so. As we noted earlier this month Snapchat users are four times less likely to use the app for e-commerce than Instagram, which recently rolled out commerce-driven ad features for their stories feature that rivals Snapchat. According to AdWeek, STX Entertainment's test campaign with Snapchat using offline purchasing data is meant to drive ticket sales specifically.

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Coronavirus cases rise in 33 states

Data: The COVID Tracking Project, state health departments; Map: Andrew Witherspoon, Sara Wise, Naema Ahmed, Danielle Alberti/Axios

The coronavirus pandemic keeps getting worse, all across the country. Thirty-three states saw their caseloads increase this week, continuing a scary nationwide trend that’s been getting worse since mid-June.

Why it matters: The U.S. is right back in the situation we were afraid of earlier this year, with a rapidly spreading outbreak, strained hospitals, and projections of more than 200,000 deaths by the end of the year.

Updated 7 hours ago - Politics & Policy

Coronavirus dashboard

Illustration: Eniola Odetunde/Axios

  1. Global: Total confirmed cases as of 10 p.m. ET: 12,009,301 — Total deaths: 548,799 — Total recoveries — 6,561,969Map.
  2. U.S.: Total confirmed cases as of 10 p.m. ET: 3,053,328 — Total deaths: 132,256 — Total recoveries: 953,420 — Total tested: 37,532,612Map.
  3. Public health: Houston mayor cancels Republican convention over coronavirus concerns Deaths are rising in hotspots — Déjà vu sets in as testing issues rise and PPE dwindles.
  4. Travel: United warns employees it may furlough 45% of U.S. workforce How the pandemic changed mobility habits, by state.
  5. Education: New York City schools will not fully reopen in fallHarvard and MIT sue Trump administration over rule barring foreign students from online classes.
  6. 🎧 Podcast: A misinformation "infodemic" is here.

Transcripts show George Floyd told police "I can't breathe" over 20 times

Photo: Gary Coronado/Los Angeles Times via Getty Images

Newly released transcripts of bodycam footage from the Minneapolis Police Department show that George Floyd told officers he could not breathe more than 20 times in the moments leading up to his death.

Why it matters: Floyd's killing sparked a national wave of Black Lives Matter protests and an ongoing reckoning over systemic racism in the United States. The transcripts "offer one the most thorough and dramatic accounts" before Floyd's death, The New York Times writes.