Snap Inc. (NYSE: SNAP), the Los Angeles, CA-based camera company behind Snapchat, acquired Placed, a Seattle, WA-based provider of a platform that measures the offline results of digital advertising campaigns.
The deal reportedly amounted to approx. $125m and, including stock payouts, could exceed $200m.
With the acquisition, Snap aims to expand its skills to measure the offline success of the ads placed on Snapchat.
Led by CEO David Shim, Placed will work independently, continuing to measure the offline effectiveness of advertising across multiple platforms and publishers. Over the past 12 months, the company has measured more than $500 million in media spend to store visits, across thousands of campaigns and hundreds of partners.
Placed also has offices in NYC.