‘Snapchat Is Reportedly Developing An API For Advertising’ – ‘Marketing Land’ Article
Berry Levine says, “Slightly over a year since its first ad, Snapchat is actively developing an application programming interface (API) to support advertising.
That’s according to a story in today’s Digiday, which cited “multiple sources.” The messaging platform is reportedly now in discussions with various ad agencies and tech firms to determine what their requirements might be, and the API could be ready for testing this spring. Snapchat has declined comment on the story.
An API would allow Snapchat to expand its ecosystem of advertisers and the kinds of ads it can offer, facilitating direct response ads like ones for app installs and better enabling programmatic user targeting, ad order placement, ad creative delivery and analytics.
To date, the platform has been handling ad placement through direct contact with brands and their agencies. It’s also received a lot of attention for the development of brand-labeled content, such as through its Discover feature“.
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