Salesforce will let brands use their first-party data to target consumers on social platforms, starting with Snapchat, in an update to its marketing cloud that is designed for advertisers to keep up with the changing privacy landscape.
At its Connect event on Wednesday, Salesforce also announced a new integration with WhatsApp, which will allow Salesforce clients to directly communicate with customers on the messaging platform.
Salesforce is making upgrades to its marketing technology, which works with thousands of brands, as privacy regulations make it more difficult to use data in online ad campaigns. Apple has been the most restrictive, forcing brands and developers to disclose to consumers all the ways they track them on iPhones, and to request permission to use that data.