Snapchat Launches Ad Tech Platform 2.0 Inspired by Facebook’s Model
Snapchat is launching its ad platform 2.0, and it’s borrowing Facebook’s strategy to catch up to its rival as quickly as possible.
On Tuesday, the messaging and media app was set to announce a new lineup of ad tech partners that could buy ads through its new automated system. Many of the partners, like Kenshoo, have been plucked from Facebook’s marketing partner program.
Last year, Snapchat launched its ads API — application programming interface — but it was a rough first generation ad technology platform, and focused heavily on creative partnerships. Now, it will open the platform more widely, including allowing agencies and brands to license its API to do their own buying — its first self-serve ad tool.
