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).