Snap's Ad Business Could Slow Down Even as It Speeds Toward an IPO

Vertical video is still a challenge for agencies

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Snap Inc. is set to begin trading on the New York Stock Exchange as early as March 2, and the red-hot social app hopes to pull off the largest IPO since ecommerce giant Alibaba in 2014. The mobile company is valued at up to $22 billion, with the bulk of revenue coming from Snapchat’s wacky, face-swapping lenses and full-screen vertical video ads that have flipped the marketing world on its head.



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This story first appeared in the Feb. 27, 2017, issue of Adweek magazine. Click here to subscribe.