In bid to boost marketing offerings, Snapchat pilots an ad platform

The social media app is in the planning stages of an API, which would give marketers access to more ads and ways to reach consumers.

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Following in the footsteps of Facebook, Instagram and Twitter, Snapchat is purportedly opening an Application Platform Interface to offer marketers a better advertising experience.

Digiday reported that the API was in planning stages, with testing aimed for the spring. The API wouldn’t launch for several months, or even a year.

An API would enable Snapchat to offer brand managers more types of ads, including those with calls to action—which enable consumers to visit brands’ websites, buy products or install apps from a button on the ad.

Snapchat currently sells ads— including brand journalism space through its Discover feature —directly to brand managers and marketing agencies. However, last year Snapchat revealed that 60 to 70 percent of its users stopped watching ads after three seconds, Fast Company reported.

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