Snap Acquires Advertising Analytics Startup Placed for $125 Million

Snap has acquired Placed, a Seattle startup that measures the offline success of online advertising campaigns.

The transaction was valued at around $125 million, according to sources cited in Bloomberg, though that figure could balloon north of $200 million when stock payouts are factored in.

“Placed is excited to announce today that we are joining the Snap team,” said David Shim, the startup’s founder.

According to Shim, Placed will continue to operate 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,” he said.

Snap confirmed the acquisition but not the price. Shares in the company—which are up 19% since its IPO—did not appear to be affected by news of the deal.