What Snapchat’s ad API means for advertisers and Snapchat
It also means more ads, and a more concerted focus on commercialisation for the messaging app. CEO Evan Spiegel has gone from openly skeptical of advertising, if not downright opposed, to seemingly recognising the only way to riches is going to be mass advertising.
Now, advertising at scale and backed by data is in the cards. When Instagram launched its API, it had to navigate concerns about ruining the user experience and allowing too many low-quality ads, and Snapchat will now face a similar dance.
An API, or application programming interface, can dramatically change the ad fortunes of a given platform, according to the experts. Here’s how one could work for Snapchat and introduce more order for advertisers and more marketing for users.
Friendly to brands, publishers and advertisers
Technology platforms help brands and publishers manage their content, see what works and what doesn’t, and adjust. That kind of feedback is important to encourage more marketers to test out the platform, and post their videos there. “An API would help measure performance of content on Snapchat, get better insights into the type of people who are watching, where they’re located,” said Nick Cicero, CEO of Delmondo, a Snapchat and tech-focused agency. “It would also enable brands to create more content with influencers.”
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