Snapchat prepares open API for third parties.

Screen Shot 2016-01-14 at 11.18.26

With an exploding millennial audience in its core, news that Snapchat prepares an open API for third parties comes as no surprise.

However, combining advertising requirements with users’ experience is Snapchat’s big bet, in my opinion. Its content -for the time being- does not involve options for an ad-friendly inventory. I guess that the popular messaging app would not like to use its current platform -as it is- for delivering advertising: that could be catastrophic for its millennial audience and its rather complicated connection to advertising tactics. 

On the other hand, it would be interesting to see whether Snapchat will also use its (anonymised) millennial user data as a strong card to sell inventory outside its ecosystem. Actually, this could be a core starting point for Snapchat: advertisers and marketeers have been after this valuable audience for a long time now and technology has developed sophisticated ad-serving tools that seem to work successfully for a range of social media giants (see Facebook’s for example or Twitter’s).

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s