Behavioral Targeting Coming to Snapchat

Behavioral targeting is coming to Snapchat. That means advertisers will soon be able to target users based on their Snapchat activity.

In a report published this week by eMarketer (as reported by Business Insider), Clement Xue, Snapchat’s director of revenue operations, said behavioral targeting was on track to roll out before the end of Q3.

According to BI’s report:

“What that means is if users were heavy consumers of basketball content, for example — perhaps following an NBA Snapchat account or consuming lots of content on the ESPN Discover channel — advertisers could target them around categories such as ‘sports’ or ‘basketball.’ … It looks as though any behavioral targeting will be limited to broad categories, rather than serving ads based on very specific interactions you have made inside the app.”

Snapchat’s advertising targeting options are pretty basic right now, when compared to more established social networks like Facebook and Twitter. Currently Snapchat advertisers can only target their ads at Snapchat’s 150 million daily users based on:

  • Age
  • Gender
  • Location
  • Device/OS
  • Mobile carrier
  • Events

Snapchat has been making a big push to take in more advertising revenue to reach its goal of making up to $1 billion in revenues by the end of 2017. In addition to lenses, Snapchat recently added more Snap Ads and opened its ads API to brands.

The Snapchat app was downloaded 54 million times in the U.S. during the first half of 2016 (putting it behind only Messenger). In addition, Snapchat was the 13th most used app (making it the most popular app that isn’t owned by Facebook, Google, or Apple), according to SurveyMonkey.

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