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Now because this filter is unique from the others, it utilizes our need and tendency to stand out from the crowd. This encourages the user to make use of the “special” filter and send it to their friends. Perhaps, a filter that promotes a famous burger outlet. According to this technology, when a user clicks a picture of a delicious cheesy burger, they trigger special filters. They filed for a patent in July 2016 to take image recognition to another level.
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Using their newly acquired technology, Snapchat is looking to monetize its app even further. So when a company worth billions acquires Looksery for 150 million dollars, we can see that it was a pretty good deal. There have been some alarming acquisitions in the past. Lots of major publishers post promotional content, and the users can read it in Snapchat’s inbuilt browser. Other than this, there is the discover section when you swipe left. Word of mouth is the fastest and the most reliable way of advertising, and Snapchat did just that for publishers. Those special filters you see when some major event is happening like the Olympics or the Euros are all paid content. Whether it’s for a house party or wedding, a coffee shop, or campus-wide event, Geofilters make it easy for Snapchatters who are there to send your message to friends. This glitch occurs because the filter is trying hard to find a face and that random object on which the filter is being applied to simply pass the criteria of detecting a face. You don’t need to be frightened there’s no ‘ghost’ around you (fingers crossed). In these snaps, the lenses were being applied to random objects or a wall. Recently some snappers have posted their snaps publicly claiming to have seen a ghost. Ghost faces on Snapchat: What’s this about? It’s not a ghost! That’s why Snapchat thought it’s better to pay 150 million dollars to acquire Looksery instead of just building its platform.
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But to perform all those processes in real-time and on a mobile platform takes a lot of processing power. Now, as mentioned before, this technology is not new.