FILE PHOTO: The Snapchat app logo is seen on a smartphone in this photo illustration September 15, 2017. REUTERS/dado Ruvic/Illustration
(Ap) – Snap, Inc. SNAP.N) said on Thursday it is the creation of dynamic ads that can automatically create ads and target audiences in real-time, as the parent company of messaging app Snapchat is looking to compete for digital ad dollars.
Snap has grown in revenue and userbase, and larger competitors with Alphabet ‘ s (GOOGL.D) Google’s and Facebook Inc’s (FB.D), which dominate the global digital advertising market, in the face of legal control of their market and and check. Both Google and Facebook have been offering dynamic adverts.
Dynamic ad platforms to pick the items from the advertisers ‘ product catalogs, and they will automatically go to people with relevant interests, is to eliminate the need to manually advertise any product as an individual. Snap is betting the convenience will attract more advertisers.
For example, the Snap-in automatically to show but-for Snapchat, users who have an interest in the sport, the display of the items from the retailers who have been uploading their product catalogs.
And David Herrman, a third-party advertisement, buyer is based in Los Angeles, california, which operates a direct-to-consumer brands, said the new tool is an attractive alternative to direct-response-focused” brands.
Snap said, while global advertisers would be able to create a dynamic advertising platform for their campaigns, it will initially only be accessible to U.S. Snapchat users, with a global rollout planned for later on.
Snap remains a small player in the global digital advertising market, with a 0.5% share of the revenue, compared to Google at 32 percent, and Facebook, at 21%, according to research firm eMarketer.
Report by Sheila Dang; Editing by bob Holmes