Cannes 1

Snapchat Patent Serves Up Ads Based on Photo Contents

Alex Spencer

snapchat phoneA Snapchat patent has been published by the US Patent and Trademark office, showing image recognition technology that can detect real-world objects to serve up relevant content.

First filed in January 2015, the patent describes various examples of how this tech could be utilised. These include serving up a menu filter with nutritional details when a restaurant's food gets snapped, an animation of King Kong for photos of the Empire State Building, or a coffee coupon for someone posting their latest cup.

As this last example suggests, the tech could become part of Snapchat's slowly growing ad offering. The patent includes plans for a bidding platform where inventory is bought on particular types of objects, similar to search keywords, either direct through Snapchat or from third-party using an API.

Don’t forget to enter the Effective Mobile Marketing Awards. The Early Bird deadline for submissions is 22 July. More details here.