What is Snapchat doing with your data?

I have a theory, a conspiracy theory if you will, and I’m not the only one.
We’re all aware there are five major players within the digital space – Apple, Microsoft, Amazon, Google and Facebook – right? So what enables a new company to be instantaneously catapulted into – or above – their league? For me, it’s data. Stay with me here.
On a personal level, I am a big Snapchatter – I’m a self-confessed filter-loving