Practically speaking, this means that Snapchat publishing partners like ESPN, CNN and Comedy Central can link to their Snapchat content from Facebook, Twitter and other platforms.
Previously, the only way to access that content was through the app itself in the “Discover” section.
VentureBeat further explains:
The ability to target the content to specific users, and to measure engagement, has been lacking in the platform. The deep-linking functionality at least lets publishers measure engagement with their Snapchat content by tracking the number and type of people who click the deep links.