Snapchat is deepening its data-driven advertising capabilities by partnering with Epsilon, giving marketers new tools to activate first-party data more effectively within the platform. The integration enables brands to securely use audience segments from Epsilon Clean Room directly in their Snapchat Ads accounts — a move that’s already showing up to 50% higher audience match rates, according to Epsilon.
Source: Marketing Dive

Early adopters like Inspire Brands — the parent company of Dunkin’, Sonic, and Buffalo Wild Wings — are already seeing results. “We’re focused on turning data into action,” said Travis Freeman, chief media officer at Inspire. “This integration lets us connect faster and more confidently with our Gen Z and Millennial audiences.” By using privacy-safe customer data, Inspire has been able to personalize ads and strengthen performance across Snapchat’s ecosystem.

The collaboration builds on Snap’s long-standing relationship with Publicis Groupe, which owns Epsilon. The holding company recently bolstered its identity and AI capabilities through key acquisitions, and Snap’s inclusion marks another major step in expanding access to precision targeting. “Publicis clients can now activate custom audiences on Snapchat with better efficiency,” noted Risa Teksten, head of agency development for Publicis at Snap.

Epsilon Clean Room has quickly become an essential tool in the post-cookie world. It allows brands to securely connect and analyze data from multiple partners while maintaining user privacy. By layering in multidimensional insights and resolving missing touch points, marketers can move from “guesswork to confidence,” said Dale Older, SVP of product at Epsilon.

Clean rooms are no longer just for global advertisers — they’re becoming mainstream. As AI-driven marketing depends on rich first-party data, integrations like Snap and Epsilon’s make it easier for brands of all sizes to reach customers with precision, efficiency, and trust.