Snapchat opens its ad floodgates to marketers

The social media app recently launched several features that enable marketing pros to create, buy and manage ads that play between bits of user content.

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Now, it’s looking to change users’ love into money.

On Monday, the company launched “Snapchat Partners”—an application programming interface (API) that will connect marketers to ad tech developers who can build custom buying and management tools.

Marketers can also partner with a vetted creative agency that can produce enticing ads.

The announcement means marketing pros can have more options for buying and measuring ads created for the app—without having to partner with Snapchat, like its earlier advertising partners (seen in its “Discover” stories).

Along with the API, Snapchat announced that it is now inserting ads in between users’ “Stories.” The “Snap Ads” won’t appear between every users’ story that you view—and won’t pop up in between a particular users’ snaps—but they’ll be displayed across your screen, with full sound and the option to skip.

Within its ads, Snapchat also launched a feature that enables marketers to further connect with its users. The Verge explained:

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