Tamar Weinberg says, “Snapchat is launching a new Facebook-inspired ad platform. While it has had an API since 2016, today marks its official opening of the platform out of beta with 16 partnerships already in play and a goal of reaching a wider user base, including brands and agencies, and allowing them to buy directly on the social network.

To date, the Snapchat API has benefited more than 100 brands. With the help of marketing technology platform 4C, US brands like Gatorade and Nissan have already captured the eyeballs of millions of Snapchat’s users. The official API launched in October to allow advertisers to purchase ads at scale with the full gamut of features expected: A/B testing, real-time analytics and more. In December, the network launched a targeting feature called “goal-based bidding” as well.

Many of the partners who have been part of this ad technology overhaul, including Kenshoo, Kinetic, AdParlor, HyFn and Videology, have already worked with Facebook. There are six new API partners as part of this announcement, bringing the total to 15. Omnicom-owned agency Resolution Media will be licensing the API via 4C as well, allowing brands to bid on inventory through a self-serve or managed model just like other services such as Google and Facebook”.

Snapchat launches new Facebook-inspired ad technology platform

Marketing Land

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