This will enable Snowflake customers to seamlessly share targeting and conversion data, which they can use to optimise their Snapchat campaigns and ultimately drive better, ROI-optimal outcomes for their business.

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According to the ex-social media platform, the partnership allows brands to easily and securely share their data without sacrificing control, all in a highly governed and privacy-preserving environment.

Meanwhile, the collaboration will roll out in the coming months and allow Snowflake clients to quickly implement Snap’s Conversions API (CAPI) signal solution without needing to build a bespoke back-end integration.

Snowflake Head of Product Management for Snowflake Marketing Data Cloud, Onil Gunawardana, said: “The Snowflake Marketing Data Cloud offers marketers a robust platform to build their enterprise marketing data foundation and enter the era of first-party data confidently.”

“This integration with Snap empowers marketers to navigate privacy-first marketing without sacrificing advertising effectiveness.”

The platform also revealed its partnership with AppsFlyer on an advanced privacy-centric measurement solution.

This partnership enables the platform’s advertisers to gain a better understanding of Snap’s performance within Mobile Measurement Partner (MMP) attribution for their iOS campaigns.

Snap added: “We are confident that these partnerships and improvements will help advertisers protect against signal loss and drive results through their campaigns. We are committed to helping advertisers reach their performance goals and look forward to sharing more updates along the way.”

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The partnership will give advertisers transparency into the percentage of safe and suitable content their ads are appearing against.

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As a result, the platform is offering advertisers brand safety controls at the campaign level when launching new projects.

This first-party tool will ensure advertisers that their ads are shown alongside only the premiere content on our platform, specifically for creator mid-roll ads.

To provide advertisers with more control when placing ads in Creator Stories, which was launched last year, the company has created a brand safety tool that will give advertisers the choice to add an extra layer of protection.

When the filter is turned on, ads will appear near content that has passed additional brand safety content moderation filters.

Otherwise, ads will be shown next to all available inventory.

Further enhancements to the solution will also be released in the coming months, the social media platform revealed.

IAS CEO, Lisa Utzschneider, said: “We are excited to partner with Snap to deliver best-in-class measurement solutions for marketers to safeguard and scale their businesses on Snapchat. Snap is focused on developing ad offerings in a premium and safe content ecosystem, and our partnership will give advertisers actionable data to maximise their investment across Snapchat.”

Snap’s UK Business Solutions Director, Fintan Gillespie, added: “Through partnering with IAS, we’re delighted to offer our advertisers an extra layer of brand safety and suitability on Snapchat. These initial results showcase just how brand safe our platform is and we’re excited to continue investing in products and services that enhance this.”

Recently, Mobile Marketing Magazine sat down with Gillespie to discuss the brands ‘game-changing’ role in AR advertising.

Read the full interview HERE.

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Combining new Sponsored AR Filters with its existing Sponsored Lenses (pre-capture AR), the move gives marketers an even more effective way to reach communities via the Snapchat camera.

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The move allows advertisers to create Sponsored AR Filters in minutes using the brand’s free DIY tool, Lens Web Builder, offering them a budget-conscious opportunity to build AR ads.

It also allows advertisers to upload their existing assets and utilise a variety of templates to easily build the filter.

Brands can also run the same Sponsored AR Filter in Snapchat’s pre-capture Lens Carousel to maximise visibility and impact for their ad, the tech giant revealed.

The move follows the social media platform launching a Sponsored AR filter for the Super Bowl LVIII, with the NFL unveiling an AR countdown to the game featuring the logos of the 49ers and Chiefs.

Snap US Head of Verticals, David Sommer, said: “We’re so thrilled to roll out Sponsored AR Filters today, a highly-requested feature from our partners.

“Taking Snaps is such a fundamental part of the Snapchat experience. It’s how our community shares life’s moments with friends and family. This ad solution not only offers new ways to reach and engage Snapchatters through our camera but also makes AR ads more accessible and easier to create for any business.”

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Snapchat’s parent company, Snap, has become the latest tech firm to announce job cuts.

As a result, the platform revealed 10% of its workforce- around 530 employees- are expected to go in the first quarter.

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The layoffs were announced in a regulatory filing, which also revealed the firm expects to face charges of around £60 million in severance payouts and other related costs.

The filing noted: “In order to best position our business to execute on our highest priorities and to ensure we have the capacity to invest incrementally to support our growth over time, we have made the difficult decision to restructure our team.

“As a result, we currently estimate that we will incur pre-tax charges in the range of $55 million to $75 million, primarily consisting of severance and related costs, and other charges, of which $45 million to $55 million are expected to be future cash expenditures.”

This comes as other tech firms including Twitch, Meta and Google have all recently announced a raft of job cuts.

Rival TikTok also announced it was making job cuts, laying off at least 60 employees in its sales and advertising division.

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Social media giant Snap has extended its long-term partnership with Channel 4, creating a new series with a built-in Augmented Reality (AR) component.

As part of the extended partnership, the pair will collaborate on new ‘Snap-first’ content, which includes providing select content from Channel 4’s Paris 2024 Paralympic Games coverage.

Short-form clips of Channel 4’s most popular programmes will continue to be made available via Snapchat, including First Dates, Married At First Sight UK, Hollyoaks, Celebs Go Dating, Made In Chelsea, SAS: Who Dares Wins, Tattoo Fixers, Mashed, Celebrity Cooking School, The Big Celebrity Detox, and Absolutely Dyer.

“Having collaborated with Channel 4 over the past five years, our renewed and expanded partnership is a key part of our strategy to bring diverse and relevant content from world-class media brands to our UK community,” Snap Head of UK Partnerships Lucy Lake said.

“With the exciting year ahead in sports, the opportunity to bring the Paralympics content to millions of Snapchatters is very exciting, building on our sports offering platform-wide.

“We’re excited to continue to deepen our relationship with Channel 4, working to deliver exciting new formats and continue to innovate together.”

The new partnership with Snap supports the delivery of Channel 4’s Future4 strategy to prioritise digital growth over linear ratings, diversify new revenue streams and focus on partnerships.

Channel 4 Senior Distribution and Partnerships Lead of Commercial Innovation, Joe Harbinson added: “This partnership furthers our bid to serve young audiences and typifies the approach we are taking to reach viewers, wherever they are.

“Not only will we continue to innovate in how we adapt formats of our existing programming on new platforms, but we will also innovate by creating bespoke content to maximise the benefits of every platform for viewers and advertisers.”

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Snapchatters and Bitmoji users will be able to choose from nine curated outfits, featuring references to SpongeBob SquarePants, Rugrats, Garfield, and Teenage Mutant Ninja Turtles, which can all be customised further.

Users will see their chosen Nickelodeon designs across Snapchat and Bitmoji, including in chat and games, on Snap Map, in lenses, and in personalised content like Bitmoji Stories.

“This partnership combines two brands that embody positivity, humour and fun at the heart of everything they do, and we’re excited to launch a collection that caters to our Gen Z and millennial audiences who grew up with these nostalgic characters – and that are still very much loved to this day,” said John Imah, Head of Games & Entertainment Partnerships at Snap Inc.

The collaboration with Nickelodeon builds on similar partnerships Snapchat has entered into in the past half-year or so, including with Ralph Lauren and Levi’s.

In August, Snap launched its ‘Mix and Match’ Bitmoji feature alongside Ralph Lauren. And it followed this up in December by bringing denim to Bitmoji via Levi’s. In both instances, physical versions of the looks available in-app were made available through the brands’ websites and select retail stores.

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The body-tracking AR lens, created in partnership with OmniGov at Manning Gottlieb OMD, enables Snapchatters to locate and educate themselves on key organs within the body, while encouraging them to discuss organ donation with their loved ones.

The AR lens, the first of its kind, is aimed particularly at audiences aged 16 to 20 and features infographics to engage these users.

“Working with Snapchat to utilise this new body scanning technology, is a really exciting opportunity for us. We are constantly looking for new ways to raise awareness and get people talking about organ donation,” said Holly Mason, Deputy Head of Organ Donation Marketing at NHS Blood and Transplant.

“By educating younger generations on the importance of organ donation, we know they can lead the way for the future. Our research tells us that young people have the ability to become real changemakers, challenging and inspiring change within their wider family. We hope that the lens encourages and motivates people to have a discussion with their loved ones about organ donation and together we can save more lives.”

Snapchatters can access the experience via either the associated Snapcode or by clicking on the campaign icon in the lens carousel. Once activated, the user will be told to flip the camera and point the phone at a loved one to access the body scanning technology and begin the experience. Snapchat will then identify organs that can be donated – including heart, lungs, eyes, kidneys, liver, pancreas, and small intestine – and the user can select specific organs to learn more or swipe-up to be taken to the organ donation website.

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Snapchat will begin rolling out the ‘Friend Check Up’ feature, which will notify users that they may wish to clean up their friends list and remove any unwanted people from it. The feature will start rolling out on Android devices over the next few weeks and arrive on iOS devices in the next few months.

In addition, as part of Safer Internet Day, the app has partnered with Connect Safely in the US and ChildNet in the UK on filters that will swipe up to additional safety resources and co-authored a guide to help users understand how to report issues.

Snapchat is also further integrating resources from Crisis Text Line and making it easier for Snapchatters to get in touch with a counsellor. And it has expanded that work to the UK by partnering with Shout 85258, the UK’s only free, confidential 24/7 messaging support service.

Finally, there are Snapchat’s partnerships with The Trevor Project, to better support LGBTQ youth mental health by amplifying resources and integrating access to the organisation’s safe space social networking site, TrevorSpace; and Mind Up|The Goldie Hawn Foundation, which will see a free online parent course be made available to both the Snap and MindUp communities.

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The ‘First Commercial’ solution guarantees UK advertisers the influential first six-second unskippable ad spot on Snapchat’s suite of shows. O2 and eBay were among the first brands to utilise the ad format as part of their respective Christmas and Black Friday campaigns.

“At Snapchat we are continually building out our suite of video tools to support our advertisers who want to meaningfully engage with Gen Z,” said Toccara Baker, International Product marketing at Snapchat. “We know from our Beta testing that the attention-grabbing power of First Commercial combined with Snapchat’s unduplicated reach in a brand safe, premium environment has a huge impact on brand awareness.”

Alongside First Commercial, Snapchat has introduced the next generation of its traditional takeover with the arrival of ‘Platform Burst’. This development enables brands to activate multiple Snapchat ad formats into a condensed time period. The app has tested solution with brands across tech, telecommunications, CPG, and entertainment.

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The ‘Positive Disruptor’ video series, hosted by Snap’s International Vice President Claire Valoti, features the likes of Channel 4 CEO Alex Mahon, fashion designer Charli Cohen, the founder of underwear brand Heist Studios, the creator of make-up brand UOMA Beauty, and the founder of fitness brand Gymshark, Ben Francis, who appears in the first episode.

The aim of the series is to inspire marketers and learn from those who have found success by deviating from the norms.

The first episode featuring Francis has launched on Snapchat, LinkedIn, and YouTube. He tells the story of his journey from delivering pizza eight years ago to being in charge of a business now valued at over £1bn, and how Gymshark will continue to grow and transform.

Snapchat will launch episodes once a fortnight on its LinkedIn and YouTube channels, with shorter edits available to view on Discover within the Snapchat app.

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