Inside Snap's efforts to scale custom audiences with Epsilon's clean room

"Snap Inc. has teamed with Epsilon to help marketers activate their first-party data on Snapchat, per details shared with Marketing Dive. The integration allows brands to use privacy-safe audience segments from Epsilon Clean Room directly within their Snapchat Ad accounts. For marketers looking to improve campaign targeting, the integration has driven improved match rates rates of up to 50% for audience activation, according to Epsilon."

"Inspire Brands, the fast-food company that owns chains including Dunkin', Buffalo Wild Sings and Sonic Drive-In, among others, is among the first to utilize the partnership, and has long put identity at the center of its marketing efforts. "At Inspire, we're focused on turning data into action, and this integration helps us do that with more speed and confidence while better connecting with our highly engaged Gen Z and Millennial audiences," said Travis Freeman, chief media officer and senior vice president, demand generation at Inspire Brands, in a statement."

"The integration is currently available for Epsilon Clean Room clients in the U.S., with plans to expand to the U.K. market soon. For Snapchat, the move is the logical next step of a long-standing partnership with Publicis and follows the holding company's recent streak of account wins. "This integration allows Publicis clients to more easily and efficiently activate custom audiences on Snapchat. In A/B testing, we also saw higher audience match rates thanks to the strength and breadth of Epsilon's identity solution, which made the Clean Room particularly compelling for us and our advertisers," said Risa Teksten, head of agency development for Publicis at Snap, in emailed comments."

Snap Inc. partnered with Epsilon to enable marketers to activate privacy-safe first-party audience segments from Epsilon Clean Room directly within Snapchat ad accounts. Epsilon reported audience match rates improvements of up to 50% for audience activation, aimed at improving campaign targeting. Inspire Brands is an early adopter, using the integration to better connect with Gen Z and Millennial audiences. The integration is available to Epsilon Clean Room clients in the U.S., with plans to expand to the U.K. soon. The move builds on Snapchat's partnership with Publicis, which reported higher match rates in A/B testing due to Epsilon's identity solution.

Read at Marketing Dive