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Snapchat Poised To Deliver Behavioral Targeting

Business Insider reports  Snapchat is planning to introduce behavioral targeting for advertisers, the company's director of revenue operations Clement Xue revealed in an eMarketer report published earlier this week. "Xue said the company was working towards rolling out behavioral targeting capabilities in the third quarter of 2016, according to the 'Snapchat Advertising' report." The BI report maintained that Snapchat will only be using behavioral data from users' activity in the app, at least at this stage. "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.'" The report indicates that Snapchat won't initially use "data from web browsing behavior that takes place outside of the app in order to serve targeted ads."

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