"Brands no longer need to go directly through Snapchat to buy their ads in a move that opens the floodgates to a larger volume of advertisers that perhaps have been reluctant to spend with the app due to its limitations Snap has been working toward this ever since it began offering self-serve advertising to more than 400 brands such as Nissan and Gatorade four months ago."
"To help cope with the expected surge in demand, Snapchat has added five partners that will buy programmatically from its platform including Videology, Kinetic and Adglow, bringing the total up to fourteen. The benefits to Snap are obvious. However, handing over control to the advertiser presents a number of challenges, namely the degree to which Snap can maintain high quality video advertising on the platform and avoid a situation where users are flooded with low quality ads."
"Part of Snapchat's attempt to ensure more ads doesn't push people away to its rivals is sharper creative. Celtra, ReFUEL4, VidMob are now on hand to help advertisers produce better content such as long form video and webview attachments. While separate to the Creative Partners program, which launched last summer, they're both working toward the same goal, with the Creative API partners offering tools that range from asset management, custom web experie"
Snapchat opened its platform to third-party programmatic buyers so brands can purchase ads without going directly through Snapchat. The move follows self-serve advertising trials with more than 400 brands and aims to reduce opacity around pricing and options. Snapchat added five programmatic partners including Videology, Kinetic and Adglow, bringing the total to fourteen. The change seeks to attract advertisers deterred by previous limitations while scaling demand. Greater advertiser control raises risks of lower-quality video ads and user ad saturation. Creative partners such as Celtra, ReFUEL4 and VidMob provide tools to improve creative, long-form video and webview attachments, and industry voices express cautious optimism.
Read at The Drum
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