Snapchat opens up its API

February 14, 2018 2:47 pm


Over the past year we have been undergoing a major push towards a programmatic business. As Evan Spiegel said in the first annual earnings call last week: “Our advertising business changed profoundly over the past year as we migrated the sale of our Snap Ads to an automated auction. Over 90 percent of Snap ads were bought programmatically during Q4, which means that the auction transition for Snap ads is largely behind us.”

Read: Is this the end for Facebook?

 Launched in October 2016, Snap’s Marketing API has been only available to a few technology companies in the Snapchat Partners program.

Now, Snapchat has now opened up its Marketing API to any developer, big or small, who’d like to access the platform. Any agency, brand, or tech partner can integrate their software regardless of its size, scope, or scale.

Read: Forget Paris, New York, the must-visit summer destination is Mars

 This means that advertisers can now layer on proprietary data sets to enhance targeting, creative, and measurement; e-commerce brands can optimize products according to popularity and inventory and insert ad metadata and performance metrics into their own data sets.

Don’t miss: 21 million in the Middle East will lose their jobs

 James Borow, director of revenue programs, Snap, says in a statement, “We’ve been listening closely to third-party developers as we transition Snapchat ad products onto our self-serve platform. Today we’re opening up our Marketing API to give every developer tools to build the Snapchat ad solutions that perform best for them and their customers.”

 

 

Tags:

AMEinfo Staff
By AMEinfo Staff
AMEinfo staff members report business news and views from across the Middle East and North Africa region, and analyse global events impacting the region today.



AMEinfo EXPERTS