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Snapchat gets serious about ads with API and inserts between stories

TechCrunch TechCrunch 13/06/2016 Josh Constine

Snapchat is ready to make the big bucks with a slew of important updates to its ads offering. They’ll give advertisers the spotlight, buying flexibility, return on investment opportunities, and measurement to throw huge budgets at Snapchat’s 150 million daily users.

Here’s a breakdown of the big announcements Snapchat told TechCrunch about:


Snap Ads Between Stories – There will now be ads inserted when you auto-advance at the end of one person’s Stories to the next person.

Expandable ads – Users can now swipe up on Snapchat’s ads to install a promoted app, watch a long-form video, visit a mobile website, or view an Instant Article-style article formatted specifically for Snapchat

Ads API – Advertisers can now use programmatic interfaces to efficiently buy huge campaigns instead of having the manually strike deals with Snapchat

All Ads Reviewed – Despite the influx of new ways and formats to buy, Snapchat plans to protect its user experience by reviewing all ads for quality before they run, and managing ad load so as not to overwhelm users with too much marketing

Snapchat Partners For Ads – Snapchat will connect advertisers with ad tech developers building custom ad buying and management tools to help businesses spend more effectively using Snapchat’s few targeting options:  age, gender, location, device/OS, carrier, and content affinity

Snapchat Partners For Creative – Advertisers who don’t know how to build great custom Snapchat ads will be pointed to vetted creative agencies they can pay to help them produce eye-catching Snap ads

Snapchat Ad Measurement – Snapchat has slowly built a set of measurement partnerships into a robust offering including Moat, Nielsen mobile Digital Ad Ratings, and Google DoubleClick that will assist advertisers with figuring out which ads are working and worth spending more on

Together, these announcements turn Snapchat from a thriving social network experimenting with monetization into an advertising powerhouse. Combining its cool, reach and depth of engagement with the tools for marketers to leverage the daily addiction of 150 million people could let Snapchat challenge Google, Facebook, TV, and everyone else for ad dollars.

This is what Snapchat needed to open the doors to an IPO.

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