Below, we walk through each purpose for which we use information in detail. If you’d like to see a mapping of the data we collect with the purposes for which we collect it, we have a table</em> <a href="https://help.snapchat.com/hc/articles/22535044112532?utm_source=web&utm_medium=snap&utm_campaign=priv_prod&lang=en-US"><em>here</em></a><em>.</em></p> <p><strong>Keep Things Up & Running (i.e., operate, deliver, and maintain our Services)</strong></p> <p>We use the information we collect in order to operate, deliver, and maintain our Services. For example, by delivering a Snap you want to send to a friend or, if you share your location on Snap Map, to show you suggestions like places you might like in your neighborhood, content others have posted to the Map, or your friends if they’re sharing their location with you. We also use some of your information to help keep our products up to date, for example to make sure that our Services work with the latest operating systems and devices.</p> <p><strong>Personalize Your Experience & Give Context</strong></p> <p>We offer personalized Services to Snapchatters. One of the ways we do this is by showing you content that is relevant to you or we think you may enjoy based on the information you share with us. To do so, we use information about you across different areas of the Services in order to add context to your Snapchat experience. For example, we automatically tag content with labels based on the content, your location, or the time of day. So if there's a dog in the photo, it may be searchable in Memories by the term “dog,” show up on the Map at the location where you created the Memory, and inform us that you’re into dogs so we can surface you fun dog videos and dog food ads in other parts of our Services, such as Spotlight.</p> <p>Personalization can also help with suggesting friends or recommending a new friend to send a Snap to based on who you Snap with the most.