Tim Peterson says, “Snapchat’s reported plan to take full control of ad sales from publishers in its Discover section isn’t simply a bad thing for those publishers because they can’t package Snapchat inventory into their pitches to brands, or a good thing because they’ll get content licensing money from Snapchat. It’s a mix of pros and cons, just like it is for advertisers.

Right now, the biggest con for advertisers and their agencies is that Snapchat hasn’t said much, if anything, to them about the ad sales change. “This hasn’t been their best communicated rollout,” said Noah Mallin, head of social at MEC North America. That’s probably because Snapchat is still early in the process of working out the details with Discover publishers, according to a person with knowledge of the matter. A Snapchat spokesperson declined to comment for this article.

What is clear is why Snapchat would want to be the only conduit for advertisers to access its Discover inventory, which Mallin described as the “entry point” for new-to-Snapchat advertisers “to dip a toe in.” It gives Snapchat more control over its entire advertising business and corresponding ad revenue at a time when the company is reportedly prepping to go public”.

What Snapchat’s Discover ad sales shift may mean for marketers

Marketing Land

Sharing is caring