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Snapchat opens its advertising API to all

Snapchat launches into automation.

More than a year after Snap, Snapchat's parent company, officially launched its advertising API for licensed developers to create software to buy ads on Snapchat, the company opens the adware toolbox automated to all advertisers, agencies and third parties. developers, Snap announced Tuesday.

Through Snap's marketing API, companies can develop their own programs to purchase and target Snapchat's vertical image ads and sponsored filters. They can access the API – which is no different from the one previously reserved for approved advertising technology companies – and the corresponding documentation on the Snap developer site.

"We listened carefully to third-party developers during the transition of Snapchat advertising products to our self-service platform, and today we are opening our Marketing API to give each developer the tools they need to create Snapchat advertising solutions. the best performers for him and his clients, "said James Borow, Snap's director of revenue programs, in a statement sent via email.

For advertisers, the Marketing API removes the need to go through Snap's direct sales team, pay for third-party software or manually place each ad purchase at the ############################################################################## 39; help from Snap's online advertising tool. For agencies, this can reduce the reliance on external vendors to manage customers' Snapchat campaigns and increase their flexibility and control over these campaigns. And for developers, this may allow them to build new ad purchase dashboards to address larger niche needs than those that can be met by large advertising companies. more general.

And for Snap, the Marketing API could still fuel its advertising revenue. Over the past year, the company's advertising revenues have grown in step with the increasing adoption by advertisers of Snap's programmatic tools to purchase its ads. To this end, the recent loss of its global advertising sales manager might not be such a blow to Snap's business because of his focus on direct sales and the increasing focus on programmatic sales. .

Last week, Snap said that 90% of Snap Ads sold in the fourth quarter of 2017 were purchased programmatically through its advertising API or self-serve advertising manager. The company is expected to double its program this year by making more of its premium ad formats available through its automatic auction, said Snap exec at last week's revenue call.

"The engine that spurred growth in the fourth quarter and will continue to drive our growth is the auction platform – it's really where things are headed," said Snap's chief financial officer. , Drew Vollero, last week

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About the author

Tim Peterson, Third Door Media's Social Media Reporter, has been covering the digital marketing industry since 2011. He has been reporting for Advertising Age, Adweek and Direct Marketing News. Angeleno, born and raised, graduated from the University of New York, currently lives in Los Angeles.

He broke stories on Snapchat's advertising plans, Jason Kilar's attempt at founding CEO of Hulu, to turn to YouTube and assembling the ad-tech battery of Amazon; analyzed YouTube's programming strategy, Facebook's advertising ambitions and increased blocking of ads; and recorded the largest annual event of the VidCon digital video, the BuzzFeed brand video production process and the Snapchat Discover ads charge six months after its launch. He has also developed tools to monitor the early adoption of live applications by brands, compare search patterns from Yahoo and Google, and review the NFL's YouTube and Facebook video strategies.

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