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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.

Go deeper

Off the Rails

Episode 5: The secret CIA plan

Photo illustration: Aïda Amer, Sarah Grillo/Axios. Photo: Zach Gibson/Getty Images

Beginning on election night 2020 and continuing through his final days in office, Donald Trump unraveled and dragged America with him, to the point that his followers sacked the U.S. Capitol with two weeks left in his term. This Axios series takes you inside the collapse of a president.

Episode 5: Trump vs. Gina — The president becomes increasingly rash and devises a plan to tamper with the nation's intelligence command.

In his final weeks in office, after losing the election to Joe Biden, President Donald Trump embarked on a vengeful exit strategy that included a hasty and ill-thought-out plan to jam up CIA Director Gina Haspel by firing her top deputy and replacing him with a protege of Republican Congressman Devin Nunes.

Updated 2 hours ago - Politics & Policy

Coronavirus dashboard

Illustration: Annelise Capossela/Axios

  1. Health: CDC director defends agency's response to pandemic — CDC warns highly transmissible coronavirus variant could become dominant in U.S. in March.
  2. Politics: Empire State Building among hundreds to light up in Biden inauguration coronavirus tribute.
  3. Vaccine: Fauci: 100 million doses in 100 days is "absolutely" doable.
  4. Economy: Unemployment filings explode again.
  5. Tech: Kids' screen time sees a big increase.

Biden Cabinet confirmation schedule: When to watch hearings

Joe Biden and Kamala Harris on Jan. 16 in Wilmington, Delaware. Photo: Angela Weiss/AFP via Getty Images

The first hearings for President-elect Joe Biden's Cabinet nominations begin on Tuesday, with testimony from his picks to lead the departments of State, Homeland and Defense.

Why it matters: It's been a slow start for a process that usually takes place days or weeks earlier for incoming presidents. The first slate of nominees will appear on Tuesday before a Republican-controlled Senate, but that will change once the new Democratic senators-elect from Georgia are sworn in.