Snapchat Is Testing New Ad Features to Improve Ecommerce and Lead-Gen Marketing

App debuts deep-linking and auto-fill

Snapchat has been steadily introducing ad products during the last couple of years, involving everything from shoppable ads to in-the-feed videos and a full-blown API. The diversification of tools is what many big-budget marketers—who need particular utilities on the mobile platform to do their jobs well—want to see. And such moves should intrigue revenue-minded investors heading into Snap Inc.'s seemingly inevitable 2017 IPO.