Another way we provide a personalized Service is through the ads we show. We use your interests and preferences from the information we've collected to personalize, target, and measure ads. We think ads are best when they're relevant. That's why we try to select the right ads and show them to you at the right time. For example, if you've interacted with ads for video games, we will infer that you like video games, and show you similar ads, but those won't be the only ads you see. Similar to our content strategy, we try to ensure you receive a variety of ads. We also use your information to avoid showing you ads you probably won't be interested in. For example, if a ticketing site tells us you've previously bought tickets for a movie - we can stop showing you ads for it. You can learn about the different types of advertising and your choices about which ads you receive here .

You can learn more about how we collect, use, and share your information for advertising purposes here .

A note about information collected by cookies and other technologies : we may use these technologies to collect information when you interact with Services we offer through one of our partners. For example, we may use information collected on an advertiser's website to show you more relevant ads. Most web browsers are set to accept cookies by default. If you prefer, you can usually remove or reject browser cookies through the settings on your browser or device. Keep in mind, though, that removing or rejecting cookies could affect the availability and functionality of our Services. To learn more about how we and our partners use cookies on our Services and your choices, please check out our Cookie Policy .

Our teams are constantly coming up with new ideas for features and ways to improve our Services. In order to do this, we also develop and improve the algorithms and machine learning models (an expression of an algorithm that combs through significant amounts of data to find patterns or make predictions) that make our features and Services work, including through our AI features . Our AI features typically use generative AI (artificial intelligence capable of generating text, images, or other media, using generative models. Generative AI models learn the patterns and structure of their input training data and then generate new data that has similar characteristics). We use algorithms, machine learning models , and generative AI for personalization, advertising, safety and security, fairness and inclusivity, augmented reality, and to prevent abuse or other Terms or Community Guidelines violations. For example, our algorithms and machine learning models take into account the conversations Snapchatters are having with My AI to improve the responses from My AI.

Your information can help us decide what kind of improvements we should make, but we are always focused on privacy - and we don't want to use more of your personal information than necessary to develop our features and models.

In order to understand what to build or how to improve our Services, we need to understand trends and demand for our features. For example, we monitor metadata and trends about Group Chat use to help decide whether we should change parts of the feature, like the maximum size of a Group. Studying data from Snapchatters can help us see trends in the ways that people use the Services. This helps inspire us to improve Snapchat on a larger scale. We perform analytics in order to identify, monitor, and analyze trends and usage. Based on this information, we will, among other things, create information about our users to help us understand demand.

We conduct research to better understand general consumer interests, trends, and how our Services are used by you and others in our community. This information, along with analytics (as we described above), helps us understand more about our community and about how our Services fit into the lives of those in our community. We also engage in research and development to develop new techniques and technologies (e.g., new machine learning models or hardware, such as SPECS). The results of our research are sometimes used in features on Snapchat, and we sometimes publish papers about things like overall behaviors and consumer trends (which will only have aggregated data across our user base, and not contain any of your private content and communications or personal information about you specifically).