See what’s on at The Drum

Snapchat is set to introduce behavioural targeting


Snapchat will soon be able to offer advertisers a more sophisticated targeting capability with the introduction of a new behavioral targeting tool.

Advertisers will be able to tailor campaigns based on the type of content Snapchat users consume, by utilising data collected from users within the app.

According to Business Insider, Snapchat's director of revenue operations Clement Xue revealed the news in an eMarketer report published earlier this week. He said Snapchat will begin to roll out the behavioral targeting capabilities in the third quarter of 2016.

It's an interesting move given Snapchat CEO Evan Speigel's stance against "creepy" ads, such as Facebook's retargeting advertising.

The new tool comes as Snapchat builds out its advertising offering at a pace, which is moving quickly given that it only began selling ads in late 2014. It rolled out its first advertising API in July, which allows advertisers to buy, optimise, and analyse their Snapchat ad campaigns through third-party companies.

By continuing to use The Drum, I accept the use of cookies as per The Drum's privacy policy