by Colin Kirkland
Source: www.mediapost.com, May 2024
Snapchat has partnered with first-party data company Datahash to help its customers implement Snap’s Conversions API (CAPI) and gain additional insights from the social-media company regarding the performance of their ad campaigns.
CAPI is at the center of Snap’s newest privacy-centric ad platform solutions, allowing advertisers to send web events from their respective servers directly to Snapchat without any reliance on cookies.
“While it takes time and technical resources for advertisers to implement CAPI on their own, Datahash setups often take only about 15 minutes to get up and running, with no coding required,” Snap wrote in a blog post. “Alongside the rapid implementation speed, Datahash also delivers strong Event Quality Scores (EQS), a way to measure signal quality on Snap, of about 8 on average.”
Snapchat has been focused on building out CAPI and onboarding more partners that will integrate and utilize the API in their process.
Most recently, Snap partnered with data cloud provider Snowflake to help marketers share sensitive data such as targeting conversions without having to deal with the complicated back-end integration.
According to Snap, partnerships like these — plus recent improvements made to CAPI — have resulted in growth of CAPI integrations by about 300% year-over-year in Q1 2024.
The company also reported a 21% revenue increase, while the number of small business advertisers on Snapchat grew 85% year-over-year in Q1.
