Microsoft signs deal to serve sponsored links in Snapchat’s My AI

"Highly relevant" ads will be served to Snapchatters when they use My AI to search for related queries.

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Snapchat’s My AI is going to start serving sponsored links using Microsoft’s Chat Ads API.

The social app posted a screenshot demonstrating how the “highly relevant” ads will be displayed when users interact with its chatbot for relevant queries under the tech giants’ partnership:

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Why we care. Snapchat’s My AI has a global community of more than 750 million monthly users, making it one of the most widely used consumer chatbots available. The ability to advertise on this platform through Sponsored Links is a huge opportunity in terms of reach, ROI and connecting with its core audience, Gen Z.

Getting started. Advertisers simply need to maximize the mobile coverage within their Microsoft Advertising campaigns. Then, in your Device targeting settings, check to make sure you’re prioritizing mobile traffic by having positive mobile bid modifiers across all your ad groups.

Measuring performance. To measure the impact of Snap traffic to your campaign, use the Microsoft Advertising publisher report. This can be found under the “Microsoft sites and select traffic” category. This traffic has Microsoft properties as the benchmark.

Results so far. Advertisers reported seeing a significant year-on-year increase in mobile traffic across the Microsoft network during the testing phase. On average, they saw over 15% more mobile impressions from Microsoft sites.

What’s next? Microsoft is hoping to roll out its latest advertising feature to more partners soon. The tech giant is encouraging companies interested parties to complete a partnership application form for assistance with either “algorithmic organic results and ads monetization” or “ads monetization”.

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What has Snapchat said? A spokesperson for Snapchat said in a statement:

  • “Powered by Microsoft’s Advertising’s Ads for Chat API, Sponsored Links connect our community with partners relevant to their conversation, while helping partners reach Snapchatters at the moment they have indicated potential interest in their offering.”
  • “Microsoft Advertising’s clients in the U.S. and select markets can now engage with Snapchatters through My AI to seamlessly deliver links that are relevant to the conversation. “

Deep dive. Read Snapchat’s official Sponsored Links announcement in full for more information.

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About the author

Nicola Agius
Nicola Agius was Paid Media Editor of Search Engine Land from 2023-2024. She covered paid media, retail media and more. Prior to this, she was SEO Director at Jungle Creations (2020-2023), overseeing the company's editorial strategy for multiple websites. She has over 15 years of experience in journalism and has previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She also previously teamed up with SEO agency Blue Array to co-author Amazon bestselling book Mastering In-House SEO.

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