Category: In the News

Snap, like the rest of the platforms, has spent the last year nudging marketers further toward automated advertising. Next year, it plans to keep pushing, with creative now squarely in its sights.

It’s the next big focus for the mobile messaging app, which has already automated much of the plumbing behind media buying, including bidding and budget reallocation. Now, it’s turning its attention to the ads themselves.

“We’re thinking about how we bring the power of AI into that creative production and creative expression on the platform, because that’s where the magic really happens,” said Abby Laursen, Snap’s senior director of product marketing told Digiday.

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It’s increasingly important for publishers to understand when, how and why their content is being used as a source inside AI tools and platforms (often without attribution or traffic).

The search landscape has changed exponentially this year, as more people turn to AI tools and platforms like ChatGPT to get information. And though referral traffic from AI platforms is still minuscule, many publishers are starting to track where they are cited in AI-generated responses to users’ queries. From there, they can monitor their brand visibility and have a clearer picture on what’s driving – the albeit small – traffic to their sites from AI platforms.

Publishers, analytics firms and SEO consultants are calling it citation tracking. Here’s how it works.

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