Snapchat to use behavioural targeting

Snapchat is taking the next step for targeting its adverts by implementing behavioural targeting, which utilises data collected from users within the app.

This is now being rolled out, and should allow advertisers to better tailor the type of content they create depending on what their target audience are consuming. 

Snapchat's director of revenue operations, Clement Xue, revealed the news in an eMarketer report published last week, while Business Insider also reported on it.

This is the latest step by Snapchat to improve its advertising offering, a service that has only been available since 2014, but has quickly expanded to become a lucrative avenue for brands.

It follows the launch in July of the social network's first advertising API, which means advertisers are able to buy, optimise, and analyse their Snapchat ad campaigns through third-party companies.