Rumour has it that Snapchat is going to launch an API making it more accessible to more ad services within the next year or so.
However Snapchat is currently not performing too well on driving ROI, which is what every business really is focusing on. So will a developed API have the desired effect anyway?
It will hopefully improve targeting. Although rather than being a benefit at this stage, effective targeting is a necessity for any ad service offering. It has become the norm, to be able to implement things like personalisation and tailored content. Is it little too late for Snapchat or do we have a dark horse in the field?
Let's see if Snapchat is up to playing with big boys. Facebook, Twitter and Instagram should keep an eye out.
Reports that Snapchat is looking to work with ad tech companies and agencies by opening an API show the social network is keen to move beyond offering just reach as it aims to become a “fully fledged social advertising platform” and give advertisers the chance to target and measure the effectiveness of their advertising.