[vassilyk]

Location based ads are a really tough nut to crack. If Snap wants to exist in the ad tech business going this route they will have to become bigger than Facebook or they will just fail. There is no interest in driving 3 persons to a store and no one will want to do it, especially agencies, because it's an enormous pain to setup and micro manage. Also, far less spend than video views or other les restrictive objectives. So if this is Snap strategy, good luck to them especially outside of the US and big Snapchat cities like London or Paris.

Zenly has definitely an amazing team, but I don't think their tech is that valuable, at least it's not a valid shield against what Facebook could come up with if they feel they should.