osoft signs agreement to serve sponsored links on Snapchat’s My AI

Snapchat’s My AI will start serving sponsored links by using Microsoft’s Chat Ads API.

The social app shared a screenshot showing how “highly relevant ads” will appear when users interact directly with the chatbot to ask relevant questions under the partnership between the two tech giants:

Why we care. Snapchat’s My AI is one of the world’s most popular consumer chatbots, with a community of over 750 million users. Sponsored Links are a great way to reach the platform’s core audience GenZ and increase ROI.

Getting started. Microsoft Advertising advertisers only need to optimize their mobile coverage. In your Device targeting settings make sure that you prioritize mobile traffic with positive mobile bid modifications across all of your ad group.

Measuring performance. Microsoft Advertising publisher reports can be used to measure the impact Snap traffic has on your campaign. You can find this under “Microsoft Sites and Select Traffic” in the category. Microsoft properties are used as a benchmark for this traffic.

So far, Advertisers have reported a significant increase in mobile traffic on the Microsoft network. They saw an average of over 15% more impressions on mobile devices from Microsoft sites.

What is next? Microsoft hopes to expand its advertising features to more partners in the near future. The tech giant encourages interested companies to fill out a application form in order to receive assistance with “algorithmic results and ads monetization”, or “ads-monetization”.

What has Snapchat said about the matter? Snapchat’s spokesperson said the following in a press release:

• Sponsored Links, powered by Microsoft Advertising’s Ads for Chat API connects our community to partners relevant to their conversations, and helps partners reach Snapchatters when they have shown potential interest in what they offer.
• Microsoft Advertising clients in the U.S., and certain markets, can now engage Snapchatters via My AI to deliver links relevant to the conversation.

Deep dive. Read the full announcement of Snapchat’s Sponsored Links for more information.

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