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When Snapchat unleashed its ad-tech program Snap Partners in June with plans to serve video ads between stories, observers wondered how users would respond to seeing ads alongside their friends' videos and photos. Two months in, Snapchat is already expanding its initial pilot to include more advertisers eager to reach the app's 150 million daily users.
The ads appear between strings of photos and videos that users have share with their followers. Snapchat caps the amount of ads so that each person is served three so-called Snap Ads Between Friends promos per day—one in the morning, one in the afternoon and one at night.