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Nearly eight months after debuting its Ads API (application programming interface) at Cannes and 16 weeks after putting the system into a limited beta test, Snapchat is now letting all marketers buy campaigns on its automated platform. Up until now, marketers for 100 companies—including Gatorade, Nissan, Unilever and McDonald’s—had been taking the API for a spin.
Expect to see case studies emerging from those tests in the coming weeks, and it will be interesting to hopefully learn about not only the positive outcomes but also the platform’s problem areas.