Snapchat’s Parent Acquires Placed, Startup That Maps Store Visits to Digital Ads

Snap, the parent company of Snapchat, has acquired Placed, a startup that tracks consumers’ physical visits to retail outlets and links those with online advertising campaigns.

Terms of the deal were not disclosed. Snap is paying about $125 million for Placed, Bloomberg reported; tech-news site GeekWire reported that the deal was worth more than $200 million.

Placed describes itself as a provider of “location analytics,” able to directly measure the whereabouts of individual consumers through smartphones’ GPS features. Snap plans to maintain Placed as an independent unit with Placed CEO David Shim reporting to Snap chief strategy officer Imran Khan. Seattle-based Placed, founded in 2011, has about 100 employees.

“Still working independently, Placed’s goal continues to be the adoption of a common yardstick that can measure the offline effectiveness of advertising across multiple platforms and publishers,” Shim wrote in a blog post announcing the acquisition Monday.

In the last 12 months, Placed has correlated store visits with more than $500 million in media spending across campaigns for hundreds of clients, according to Shim. The startup’s system tracks retailers including Walmart, Starbucks, Target, Macy’s and McDonald’s.

Placed had raised $13.4 million in funding from investors including Two Sigma Ventures and Madrona Venture Group, according to Crunchbase.

Among other acquisitions, Snap late last year acquired Ctrl Me, a small drone startup whose customers include Hollywood studios.

More Digital

  • CBS Aims to Boost Video-Streaming News

    CBS Aims to Boost Video-Streaming News Hub CBSN in 2018

    Snap, the parent company of Snapchat, has acquired Placed, a startup that tracks consumers’ physical visits to retail outlets and links those with online advertising campaigns. Terms of the deal were not disclosed. Snap is paying about $125 million for Placed, Bloomberg reported; tech-news site GeekWire reported that the deal was worth more than $200 […]

  • Courtesy of 8i

    Holographic Capture Startup 8i Plans to Lay Off Half of Its Staff

    Snap, the parent company of Snapchat, has acquired Placed, a startup that tracks consumers’ physical visits to retail outlets and links those with online advertising campaigns. Terms of the deal were not disclosed. Snap is paying about $125 million for Placed, Bloomberg reported; tech-news site GeekWire reported that the deal was worth more than $200 […]

  • Sirius Logo

    SiriusXM Hit With Big Rate Hike by Copyright Royalty Board

    Snap, the parent company of Snapchat, has acquired Placed, a startup that tracks consumers’ physical visits to retail outlets and links those with online advertising campaigns. Terms of the deal were not disclosed. Snap is paying about $125 million for Placed, Bloomberg reported; tech-news site GeekWire reported that the deal was worth more than $200 […]

  • Google Home Max

    Google Home Max Review: Want Some Bass With Those Smarts?

    Snap, the parent company of Snapchat, has acquired Placed, a startup that tracks consumers’ physical visits to retail outlets and links those with online advertising campaigns. Terms of the deal were not disclosed. Snap is paying about $125 million for Placed, Bloomberg reported; tech-news site GeekWire reported that the deal was worth more than $200 […]

  • Erik Huggers Vevo

    Vevo CEO Erik Huggers Is Stepping Down

    Snap, the parent company of Snapchat, has acquired Placed, a startup that tracks consumers’ physical visits to retail outlets and links those with online advertising campaigns. Terms of the deal were not disclosed. Snap is paying about $125 million for Placed, Bloomberg reported; tech-news site GeekWire reported that the deal was worth more than $200 […]

  • Facebook

    Facebook Adds Snooze Button to Mute Friends, Pages for 30 Days

    Snap, the parent company of Snapchat, has acquired Placed, a startup that tracks consumers’ physical visits to retail outlets and links those with online advertising campaigns. Terms of the deal were not disclosed. Snap is paying about $125 million for Placed, Bloomberg reported; tech-news site GeekWire reported that the deal was worth more than $200 […]

  • vice_logo

    Disney Will Get More Vice After Acquiring 21st Century Fox's $70 Million Stake

    Snap, the parent company of Snapchat, has acquired Placed, a startup that tracks consumers’ physical visits to retail outlets and links those with online advertising campaigns. Terms of the deal were not disclosed. Snap is paying about $125 million for Placed, Bloomberg reported; tech-news site GeekWire reported that the deal was worth more than $200 […]

More From Our Brands

Access exclusive content