Snapchat will start to put ads in chat conversations to enhance revenue

Snapchat will soon start experimenting with placing sponsored messages next to chat threads from friends, as announced by CEO Evan Spiegel. The platform plans to introduce new ad placements powered by automation and invest further in its machine learning platform to enhance advertising outcomes.

Snapchat aims to provide advertisers with unique and actionable insights based on the diverse engagement on the platform. Insights will include data on store visitation through Snap Map, interactions with Lenses via the camera, and public content posts in Stories and Spotlight. These insights are designed to help advertisers drive better performance and engagement.

Additionally, Snapchat is testing two new ad placements: Sponsored Snaps and Promoted Places. Sponsored Snaps allow advertisers to communicate visually with users, appearing in the chat inbox as a new Snap without a push notification. Opening these messages is optional, ensuring user control over their experience.