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Snapchat seeks ad tech partners to prove its ads work
Manuela Walfenzao| 12 de enero de 2016
Snapchat, the messaging app offered advertisers the chance to develop visualization measurement capabilities. The company’s plan is to build an ads application programming interface. The strategy indicates that Snapchat is trying to move rapidly to adopt the necessary data and automation infrastructure for a major digital advertising platform.Part of Snapchat’s appeal is that it allows their content to vanish, but this is a disadvantage if it seeks to build a big advertising business.Companies that are in conversations with Snapchat help manage campaigns, measure audiences and assess whether goals were met. Moat, Sizmek and Datalogix are some of the companies involved in the evaluation process.”For all of our clients, except the boldest, Snapchat is still lumped into alternative platforms, even though its usage proves that it is anything but that” said Joe Liebman, Global Strategy Director at Tribal Worldwide. Snapchat had 100 million daily users, according to the last time the company released figures. It is consistently in the top 20 downloaded app rankings in the U.S., according to App Annie.Snapchat’s ad business has only existed for a year. At the end of 2015, as more brands started running video ads, some were concerned that viewers skipped their ads in less than a second.
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