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Photo by Kevork Djansezian/Getty Images

Snapchat is letting users buy products through a new advertisers' augmented reality feature in its app called "Shoppable AR."

Why it matters: It's one of the most sophisticated uses of augmented reality for marketing that's been rolled out to date — and now that people can buy things directly using the tool, it's likely to spur more investment in the technology.

The bigger picture: Until now, AR has mostly been used to do marketing at the top of the "funnel" by driving awareness around brands. By making it possible to buy things through AR, the tool can now be used closer to the bottom of the funnel, all people to actually buy products.

How it works: When brands buy an AR "lens" or animated image/video that pertains that can be overlaid on any picture or video taken by a Snapchatter, they can now also add a button that allows users to buy things directly from the moveable image.

  • Four brands have already begun using the feature: Clairol, Adidas, King, and STX Entertainment.
  • "We no longer live in a world where it has to be either brand or commerce, consumers don’t think that way and neither should we,” says Chris Murphy, Head of Digital Experience, adidas US.

Go deeper: Snapchat has taken the lead on pushing augmented reality mainstream.

Go deeper

7 mins ago - Health

FDA authorizes Pfizer COVID vaccine for 12- to 15-year-olds

Photo: Gabby Jones/Bloomberg via Getty Images

The Food and Drug Administration authorized the emergency use of the Pfizer-BioNTech coronavirus vaccine for 12- to 15-year-old adolescents, the agency announced on Monday.

Why it matters: The emergency authorization marks a critical milestone in the push to get more Americans vaccinated and fully reopen schools for in-person learning this fall.

GOP to vote on ousting Liz Cheney this Wednesday

Photo: Tom Williams/Pool via Getty Images

House Republicans will vote on recalling Rep. Liz Cheney (R-Wyo.) as conference chair this Wednesday, House Minority Leader Kevin McCarthy announced in a letter Monday, Punchbowl News reported.

Why it matters: Cheney, the No. 3 House Republican, has faced increasing backlash from McCarthy and her Republican colleagues as she continues to criticize former President Trump and his baseless claims of election fraud.

3 hours ago - Health

Treasury begins disbursing $350 billion in COVID relief funding to states and localities

Treasury Secretary Janet Yellen. Photo: Tasos Katopodis/UPI/Bloomberg via Getty Images

The U.S. Treasury on Monday began giving state and local governments access to $350 billion in emergency funding from the American Rescue Plan, the department announced Monday.

Why it matters: Though the money is aimed at helping state, local, territorial and tribal governments recover from the pandemic's economic fallout, the administration will generally give them wide latitude on how they can use the funds.