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Sixteen months ago, Snapchat started testing the water with ad tech and programmatic buying. Now, it’s going all-in and opening up its marketing application programming interface (API) to give a flood of companies access to its ad-buying platform and potentially more data.
Snapchat expanded its Marketing API program today so that any tech vendor, agency or brands can plug into the app to purchase, run and track ad campaigns programmatically. Up until now, the program has been limited to a handful of vetted companies.