Snapchat is all set to deliver ads to its users based on behavioral patterns collected from activity on their platform.
Although the company has n’t officially commented on the subject, Snapchat’s director of revenue operations, Clement Xue disclosed the company’s plans to use behavioral patterns for advertising in the third quarter of 2016.
Snapchat will utilize user behavior on their app itself and not their web browsing patterns. It is expected that if a user follows or views sport or lifestyle related accounts on Snapchat, they will be targeted with ads from the same category.
This new development appears to be contradictory of Snapchat founder and CEO Evan Spiegel’s earlier stance on targeted advertising on rival platforms such as Facebook.
Snapchat has been holding its own ground against the mighty Facebook even after being faced with increasing competition from Mark Zuckerberg’s social media arsenal. Snapchat is visibly being thrust deeper into the advertising battlefield to sustain relevance.
Despite being minnows as compared to Facebook, Snapchat is valued at a whopping approximate of $20 billion. Due to its ephemeral nature, Snapchat is better at gauging the number of daily users on their platform which stand at more than a 150 million, and more than 7 billion videos uploaded on their platform daily, according to Bloomberg Technology.
The company expresses their plans to deliver relevant advertisements to their users but at the same time not step into the creepy category making users feel their actions are being closely watched all the time.
Maybe Snapchat will be different after all, with regards to advertising, unlike Facebook.