Category: In the News

Snapchat is betting that AI-powered ad tech might finally help it shrink the distance between itself and the platforms that have long outpaced it.

Last month, the mobile messaging app launched its first major iteration of an AI-powered suite of tools called Smart Campaign Solution — akin to Google’s Performance Max or Meta’s Advantage+ — to support advertisers, but particularly SMBs.

While the tools are still in test mode with a select group of advertisers, chief business officer Ajit Mohan believes the combination of having more performance driven capabilities has the potential to put Snapchat into the tier one platform bracket.

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Chris Feo, Chief Business Officer, Experian Marketing Services

Marketers are under more pressure than ever to deliver personalized, high-performing ad campaigns — all while navigating tighter budgets, shifting privacy expectations and fragmented technology stacks. 

Despite having a recent plethora of advanced tech tools and deeper data sources within their reach, brands’ fundamental marketing tactics haven’t changed. Every great ad campaign still starts with a simple question: What audience is the brand trying to reach?

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