Abstract: In a computer-implemented method for determining a user's interest in an advertisement, a messaging application is executed at a computing device, the messaging application for facilitating communication between a user interacting with the messaging application and other users interacting with other instances of the messaging application. An advertisement is presented at a touch-screen display of the computing device, the advertisement native to the messaging application. A swiping interaction with the advertisement is received at the touch-screen display of the computing device, wherein a direction of the swiping interaction with the advertisement is indicative of a user's interest in the advertisement. Data associated with the user's interest in the advertisement is stored.