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Snapchat’s patent would let it show contextual ads and personalise snaps

Snapchat could be looking to make a move that will undoubtedly perturb some of its core users. The app developers have filed a patent application that would allow them to show contextual adverts based on the images that are being snapped and shared.

The patent was first spotted by Business Insider and appears to involve using image recognition to personalise ads on snaps.

Consider it like the sort of contextual advertising that already delivers ads based on your browsing, interests or other data; it’ll just carry out a similar task by recognising everything you’re taking pictures of, rather than via text analysis.

The application also describes how object recognition could let users personalise their snaps with custom filters based on landmarks, for example. This could additionally be applied to advertisers, allowing for bidding rights for certain filters when users are in a specific place.

Reports about adverts appearing in between stories on Snapchat first appeared last month and included reference to expandable snap ads, allowing users to install promoted apps, watch videos, access sites, or read articles.

It is part of a wider scheme to generate revenue from the app’s growing user base. There is, of course, no guarantee a granted patent would even be used. Often companies patent technologies as a defensive move to prevent rivals from doing the same.

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