"Snapchat is preparing an open application interface (API) that will allow it to further its monetisation strategy by opening up to third parties, meaning it can work with more advertisers, and potentially bolster its revenues. DigiDay's Garret Sloane cites multiple sources from ad tech outfits, and advertising agencies claiming the picture sharing service had contacted them asking what they specificially would need to work with its planned API. Testing is expected to begin within the first half of this year."
"DigiDay's Garret Sloane cites multiple sources from ad tech outfits, and advertising agencies claiming the picture sharing service had contacted them asking what they specificially would need to work with its planned API. Testing is expected to begin within the first half of this year. The development of an API means third parties, such as advertisers and e-commerce partners, will find it easier to work"
Snapchat is preparing an open application interface (API) to enable third-party integration and expand its monetisation capabilities. The API will make it easier for advertisers, e-commerce partners and ad tech vendors to work with the platform. The company contacted multiple ad tech outfits and advertising agencies to ask what they would need to support the planned API. Testing is expected to begin within the first half of this year. Easier integration could attract more advertisers and partners and bolster Snapchat’s revenues. The platform’s audience skew toward younger users may be particularly attractive to brands seeking those demographics.
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