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Snapchat Taps Oracle to Help It Prove Its Ads Really Work

Jun 15, 2016

As it continues on its quest to prove to advertisers that its ads really do work, Snapchat has enlisted Oracle.

On Wednesday, the companies announced a new partnership to work together to measure the real-world sales impact of Snapchat's ads. The new collaboration, using Oracle Data Cloud, will first be aimed at helping consumer packaged goods brands better measure the in-store sales their ad dollars are actually generating.

"We’ve been listening closely to advertisers and delivering the data they need," Snapchat global head of revenue operations Clement Xue said in a statement.

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Oracle (orcl) is only one of 10 such partnerships to demonstrate its ads' effectiveness Snapchat has secured in the past 12 months, according to the startup. Examples include Nielsen and Google DoubleClick (googl), among others. Next week, the company will be taking making its case to advertisers at the annual Cannes Lions gathering in France for major advertising executives, highlighting these latest measurement tools, according to Bloomberg.

As for Oracle, the company is already showing support for Snapchat's ads with the release of a new study that showed that "92% of the Snapchat ad campaigns drove a positive lift in in-store sales." Oracle analyzed the effect on in-stores sales of 12 marketing campaigns from cosmetic, personal care, cleaning, packaged food, and beverage brands.

Oracle Data Cloud was born more than two years ago when Oracle bought BlueKai, and the company has been bolstering its capabilities with a series of acquisitions and partnerships since then. Earlier this month, Oracle Data Cloud announced a partnership with another buzzy social media service: Pinterest.

Snapchat, a five-year-old ephemeral messaging app that now has a reported 150 million daily active users, initially exploded onto the social media scene as the latest teen craze in mobile apps. Since then, the company has been growing its ambitions to become a veritable media company, snatching deals with major advertisers and publishers. Facing established advertising platforms like Facebook (fb), Snapchat has been working to build out its measurement tools.

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