Snapchat is about to introduce something advertisers have been wanting for ages: BEHAVIORAL TARGETING

Lara O’Reilly

Snapchat is planning to introduce behavioral targeting for advertisers, the company’s director of revenue operations Clement Xue revealed in an eMarketer report published earlier this week.

Xue said the company was working towards rolling out behavioral targeting capabilities in the third quarter of 2016, according to the “Snapchat Advertising” report.

Snapchat declined to comment.

Business Insider understands that Snapchat will, at this stage, only be using behavioral data from users’ activity in the app.

What that means is if users were heavy consumers of basketball content, for example — perhaps following an NBA Snapchat account or consuming lots of content on the ESPN Discover channel — advertisers could target them around categories such as “sports” or “basketball.”

The fine line between “targeted” and “creepy”

Snapchat won’t, at this stage at least, be using data from web browsing behavior that takes place outside of the app in order to serve targeted ads.

There is a possibility that could come later. Last month Snapchat introduced its first “log in with Snapchat” button inside the Bitmoji Keyboard app the company quietly acquired earlier this year. The button lets people sign in with their existing Snapchat credentials, rather than having to create a separate Bitmoji account.

Snapchat’s button looks similar to the now-ubiquitous “log in with Facebook” or “log in with Google” buttons you see elsewhere on the web. They act as universal login systems for users and also allow these platforms to track your browsing behavior in order to serve you targeted ads and measure ad performance. For instance, Facebook can tell if you looked at a product on an ecommerce site and can use that information to serve you an ad for that product when you go on to browse your news feed later.

Snapchat also rolled out its first advertising API (application programming interface) in July, which allows advertisers to buy, optimize, and analyze their Snapchat ad campaigns through third-party companies.

EMarketer spoke to a number of Snapchat’s partners who suggested the company might be looking to launch more sophisticated targeting options soon, via the API — not least as several of the firms specialize in cross-channel and cross-device audience matching and targeting.

Johnny Horgan, vice president of global partnerships at marketing technology company Amobee, said in the report: “We are an API partner with Twitter, Facebook, Pinterest and Instagram, and we have direct integrations with 850 websites. We have access to a lot of data and are hoping to be able to leverage that to activate media through Snapchat. That’s something that will come down the line, and we’re excited about it.”

However, Snapchat’s CEO Evan Spiegel has long advocated against “creepy” ads that track users as they traverse around the internet.

Snapchat’s Privacy Center also states: “We want you to feel understood. We want to understand what’s relevant to you and your life, and we want to show you things that you’ll care about. At the same time, we don’t want to serve ads that are so custom-tailored that they feel invasive or uncomfortable.”

So retargeting — the advertising industry word to describe the method used by Facebook above — seems highly unlikely for now. It looks as though any behavioral targeting will be limited to broad categories, rather than serving ads based on very specific interactions you have made inside the app.

Nevertheless, advertisers are likely to cheer the news. One of the biggest criticisms about Snapchat from the advertising community is that it doesn’t offer the kind of sophisticated targeting and measurement options that they can get from the likes of Facebook or Google.

Snapchat — which only began selling ads in late 2014 — has made leaps of progress in this area, though, increasing its targeting options to six types and signing more than 10 ad measurement partnerships.

Jed Hallam, head of digital strategy at global media agency Mindshare, told Business Insider: “[Snapchat introducing behavioral targeting will] be great for advertisers. There are two developments that would significantly improve the advertiser experience in Snapchat: behavioral targeting and the ability to segment audiences by ID — email, mobile, etc. Snapchat has always remained very loyal to user needs, and so even if those two got introduced, I’d imagine it would be done in a very sensitive way and not in a particularly creepy way.”

These are all the advertising targeting options Snapchat currently offers:

  • Age
  • Gender
  • Location
  • Device/operating system
  • Mobile carrier
  • Content affinity (placing ads in the Discover channel that are appropriate for the type of content they are sitting next to)

The eMarketer report also predicts Snapchat will increase its userbase to 217 million by the end of 2017, up from 150 million in 2016.

Busines Book to Read Before the End of Summer!

‘Sprint’ by Jake Knapp, John Zeratsky, and Braden Kowitz

Ever wonder how you could bring some of Google’s magic into your office without installing a quirky slide between floors or investing in an on-site chef? “Sprint” can help you out.

It’s a guide from Google’s venture capital arm GV. Its design partners Jake Knapp, John Zeratsky, and Braden Kowitz explain how to implement their signature five-day “sprint” session.

They’ll show you how they’ve used this method to launch game-changing products with companies like Blue Bottle Coffee, Slack, and Nest.

‘Shoe Dog’ by Phil Knight

Nike is not only the world’s biggest athletic company, with a market cap of about $88 billion. It’s also, remarkably, been able to be a worldwide leader of “cool” since the 1970s.

It all started with a new college grad named Phil Knight who sold running shoes out of his parents’ garage.

Knight is retiring as the chairman of Nike this month, and he’s using his book “Shoe Dog” as the definitive story of how he built an empire. It’s a well-written and emotionally engaging story about an entrepreneur growing as a human being alongside the company in which he completely invested himself.

‘Originals’ by Adam Grant

Adam Grant is a star in his field. He’s the highest-rated professor at Wharton and the youngest to ever reach “full professor.” His success is built on some of the most exciting and practical work in behavioral science.

In his latest book, Grant takes a look at some of the most innovative and daring thinkers of the past 100 years, from Martin Luther King, Jr. to the founders of Google, breaking down what goes on inside the mind of an “original.”

Top Gun Conference- Dallas, TX

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What a weekend for this crew! CEO’s and hand picked team leaders attend our company’s quarterly Top Gun Conference in Dallas, Texas! Where the best of the best come together to network with one another. Brightside Management and Fast Trak Inc., attend this two day event which is filled with seminars which are put together to give the candidates the key elements to be promoted faster and more efficiently within our business. Let’s see how they will put this knowledge to use!

4 Types Of Personalities Found in Every Office

Improve your management skills by assessing the personalities of these four types of employees.

Every employer needs to know how to effectively deal with various personality types.

In her new book Personality Style At Work, author Kate Ward introduces the HRDQ Personality Style Model, which says that individuals have “specific, established, stable personalities that drive their behaviors.” If managers can identify their employees’ personality styles, they can better understand what to expect from them and how to interact with them.

Based on the HRDQ Personality Style Model, here are the four personality types of office workers:

1. Direct. Someone with a direct personality style will have a desk covered with paperwork, though it’s probably organized in piles. They typically prefer to learn independently and are action-oriented, so they may seem impatient or bored in group settings.

Direct personalities tend to use language such as “you must” or “you should.” They also speak loudly and quickly and state their own opinions as facts. Furthermore, these people also have poor listening skills, so if you need to give them instructions, be direct and straightforward in your interaction.

These people constantly feel like they need to be in a hurry and tend to make quick decisions.

2. Spirited. A spirited person usually has a messy desk, Ward writes, with “papers strewn everywhere, along with magazines, receipts, forms, books and other things.” If your employees have a spirited personality, they prefer to learn in groups and enjoy being mentored and attending conferences.

“If you notice someone who resists completing an online self-study program, that is a clue that the individual has a spirited style,” Ward writes.

People with this type of personality tend to exaggerate and talk a lot. They’re very good at beginning new projects, but need a little more encouragement to finish existing ones.

3. Considerate. This type of person’s desk is cluttered, yet they know where everything is. They may also have pictures of serene landscapes, group photos and other personal items prominently displayed.

Considerate people prefer to learn in group settings, especially team-building activities, and they don’t enjoy taking on new projects on a whim.

If you notice “one of your employees requires a lot of hand-holding when you assign her a new project, that is a clue that the employee might have a considerate style,” Ward writes.

People with considerate personalities speak slowly and softly and are often reluctant to offer their own opinions. They listen carefully before they speak and engage in a lot of small talk.

4. Systematic. This personality type usually has a tidy desk clear of papers, except the ones they’re currently working on. They also clean off their desk every night and the only materials visible are job-related, such as graphs and charts.

Systematic people prefer to think independently, may be reluctant to participate in classroom settings and are deadline-driven. They also tend to use precise language and prefer to share facts and data rather than their own opinions. They also have limited small talk and prefer focused conversations.


Here’s What Your Handwriting Says About You

Your handwriting reveals much more than you might imagine.

There’s a whole science behind analyzing handwriting for personality traits called graphology, which has been around since the days of Aristotle. Today, it’s used for a variety of purposes, from criminal investigations to understanding your healthSome employers even use handwriting analysis to screen potential employees for compatibility.

We talked to master graphologist Kathi McKnight about what the seemingly insignificant details in your writing say about you. “Just from analyzing your handwriting, experts can find over 5,000 personality traits,” she says.

McKnight readily admits that the information she provides below is a basic overview, so it won’t apply to everyone in every situation. Yet these factors can show you aspects about yourself that you may not have considered before.

Try writing out a sentence. We suggest: “The quick brown fox jumps over the lazy dog.” Then, keep reading to see what your handwriting says about you.

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