How Snapchat’s Pace of Innovation Is Pushing the Industry Forward

Opinion: 95 percent of impressions for Snap Ads were served programmatically

In its short history, Snapchat has repeatedly broken new ground with innovations in its application and ads, setting a breakneck pace for other platforms to follow. The result has been sticky usage, with 35 percent of U.S. teens saying that they use Snapchat most often—higher than any other social network, according to Pew Research Center—and increased advertiser adoption as brands and agencies spent 234 percent more year-over-year through 4C’s platform on Snapchat in the first quarter, the fastest growth of all supported marketplaces.