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Snapchat is launching a new Facebook-inspired ad platform, reports AdAge. While it has had an API since early 2016, today marks its opening of the platform with partnerships already in play to a wider user-base, including brands and agencies, allowing them to buy directly on the social network.
Evidently, Snapchat is taking cues from Facebook. An anonymous source told AdAge that “Snapchat is totally copying what Facebook did. They now have all the right tech partners to build the platform for them and bring in revenue.” It’s not surprising to see Snapchat take a stab at Facebook–Facebook is certainly doing the same with its product enhancements that aim to kill the service as a whole.
Many of these the partners who have been part of this ad technology overhaul, including Kenshoo, Kinetic, HyFn and Videology, have already worked with Facebook. Omnicom-owned agency Resolution Media will be licensing the API as well, allowing brands to bid on inventory through a self-serve model just like other services such as Google and Facebook.
Snapchat has also forged partnerships with Merkle, Kochava, LiveRamp and others who will work as “audience match” partners, which facilitates lookalike campaigns–data like customer lists can be uploaded to target similar users.
It has also introduced a video feature via a “creative API” to allow companies like Celtra, Vidmob and Spredfst to manage video content, helping with production and editing of videos for to achieve certain marketing objectives.
We have reached out to Snapchat for comment and will update this story when further information is made available.
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