For its part, Snapchat today announced a range of new partnerships with third-party data tools and ad platforms to help ad partners get the most out of their Snapchat campaigns as part of its continued work in getting its ad business back on track.
First off, Snap has announced a new partnership with Snowflake, which will see Snap serve as a key mobile platform partner for Snowflake's Marketing Data Cloud.

In Snap's words:

"With the Snowflake Marketing Data Cloud, marketers can work from a single view of their customer, take advantage of privacy-preserving collaboration and native AI capabilities, and access leading marketing and advertising data applications to execute the full breadth of their marketing lifecycle. The integration with Snapchat will enable Snowflake clients to natively stand up Snap's Conversions API (CAPI) signal solution without building a bespoke back-end integration.".

The integration would essentially allow Snowflake users to integrate the targeting and conversions data from Snap a lot easier in order to drive better performance for their Snap ad campaigns.

Snapchat is also partnering with AppsFlyer on an advanced privacy-centric measurement solution that enables Snap advertisers to get a better understanding of Snap's performance via Mobile Measurement Partner (MMP) attribution for iOS campaigns.

We are using PETs like Data Clean Rooms and advanced encryption, so Snap is the first and only AppsFlyer partner to implement this level of privacy encryption," he said.

Under this partnership, the firms should ideally be able to gain more insight into response and engagement via a combined data source of AppsFlyer and the systems of Snap.

Finally, Snap has been working on a revamped version of its Event Quality Score, or EQS, which will help ad partners "understand signal health with greater precision."
"Recommendations will now be personalized for each advertiser, making it easier for marketers to take action on the highest priority items that will drive the most impact for their businesses.".

The Apple transition to iOS 14 very severely impacted Snap's ad business, since every user of Apple has been forced to decide whether to allow apps to track their data; given Snap's emphasis on privacy, it's no surprise that many Snap users have refused, forcing Snap to reimagine many facets of its ad platform in an attempt to get better results.

And those changes have hurt its bottom line. Last year, Snap was forced to reduce more than 1,500 employees as part of broader efforts to make its business operate more efficiently. Indeed, Snap's revenue results have been pretty stale, with six consecutive quarters of single-digit growth or decline.

The company is putting more of an emphasis on its ad analytics and helping its ad partners better understand the performance of their Snap campaigns, despite direct data restrictions.

Will that help Snap get back on track? Lower margins and improved analytics should yield better results.