UPDATED: Snapchat Ads API Goes Live

The ads application-programming interface Snapchat announced in June became a reality last weekend.

The ads application-programming interface Snapchat announced in June became a reality last weekend.

Kurt Wagner of Re/code reported that the Snapchat ads API rolled out over this past weekend, enabling Snapchat Ads Partners to sell ad inventory via automated bidding platforms and algorithms.

A Snapchat spokesperson confirmed via email that the nine Snapchat Ads Partners (listed below) are running Snap Ads—full-screen video ads with sound—and they are available in countries including the U.S., U.K., Canada and Australia.

Much like auctions from similar social networks, Snapchat’s auctions factor in the performance of creative, targeting and bidding in determining which Snap Ads to deliver. Partners can only track campaigns purchased via the API.

The ads API is currently in closed beta with brands including Gatorade and Nissan in the U.S. (via 4C) and Unilever and McDonald’s in Australia (via Brand Networks)

Benefits for marketers using the ads API include:

  • Real-time reporting, data visualizations and other analytics tools to help them understand and optimize their Snapchat campaigns.
  • Custom solutions such as vertical-specific work flows, weather targeting, dayparting and syncing with television.
  • A/B testing across creative, ad targeting, bidding and other elements, enabling marketers to optimize their campaigns.
  • Targeting by age, gender, location, device/operating system and carrier, as well as recently introduced Snap Audience Match, Snapchat Lifestyle Categories and Lookalikes.

Christopher Heine of SocialTimes parent Adweek reported in June that inventory will be sold via an automated, auction-based system, whereby Snapchat Ads Partners will sell video inventory, which will be automatically invoiced to Snapchat, with the vendors collecting their fees afterward. He added that ads created via this initiative will likely not surface on Snapchat for a few weeks, and Snapchat will inspect each ad for quality.

The initial Snapchat Ads Partners are:

Readers: How much impact will the Snapchat ads API have?

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.
Publish date: October 6, 2016 https://stage.adweek.com/digital/snapchat-ads-api-goes-live-report/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT