Snapchat Monday announced the launch of its advertising application-programming interface and named the initial Snapchat Partners.
Christopher Heine of SocialTimes parent Adweek was the first to report the news, writing that this marks the first time ads on Snapchat will be sold by third parties.
Snapchat Partners are divided into Ads Partners, which will develop software enabling advertisers to buy ads on the network, as well as optimize and analyze campaigns; and Creative Partners, which will provide expertise in social content and know-how with Snapchat’s 3V vertical video format.
The initial Snapchat Ads Partners are:
And the initial Snapchat Creative Partners are:
- Allday Everyday
- Big Spaceship
- Media Monks
- Moment Studio
- R29 Brand Lab
- Studio Number One
- Stun Creative
- The 88
- The Mill
- Truffle Pig
- Unit 9
- Virtue (Vice Media)
Heine reported that inventory will be sold via an automated, auction-based system, whereby Ads Partners will sell video inventory, which will be automatically invoiced to Snapchat, with the vendors collecting their fees afterward. He added that ads created via this initiative will likely not surface on Snapchat for a few weeks, and Snapchat will inspect each ad for quality.
Snapchat chief strategy officer Imran Khan told Heine:
Different marketers have different objectives, and we just want to make it easier for them to buy ads on the platform. We want (brands) to have a place where they can tell their stories in a better way.
And Snapchat head of monetization product Peter Sellis sought to quell fears about the network being overrun by ads, telling Heine:
We have to be thoughtful about the inventory, ad load and the ad experience. But we also know that we cannot build custom ad-tech solutions for every big type of advertiser, for every vertical. And so these (partners) really excel in those kinds of ways.
Readers: What do you see in the future of advertising on Snapchat?