Snapchat is reportedly laying the groundwork to develop an application programming interface (API) that will allow partners to start buying ads with more precision and frequency. As part of its growing digital advertising business, Snapchat's API is likely to be ready for testing in 2016. Advertising executives believe opening up an API is crucial for Snapchat, as this will enable the offering of a greater variety of ads to rival competitors such as Facebook, Instagram and Twitter. Inclusion of direct-response formats, which influence consumers to install apps or buy products, are reportedly considered essential for any mobile ad business needing to broaden its user base. However, experts predict that Snapchat will face the challenge of discovering whether there is actually demand for such an API. Furthermore, evidence of its realistic potential will need to be presented convincingly by advertisers, to encourage third-party technology companies to invest sufficient resources to build for the success of Snapchat’s API revolution.
Snapchat is reportedly laying the groundwork to develop an application programming interface (API) that will allow partners to start buying ads with more precision and frequency. As part of its growing digital advertising business, Snapchat's API is likely to be ready for testing in Spring 2016. Advertising executives believe opening up an API is crucial for Snapchat, as this will enable the offering of a greater variety of ads to rival competitors such as Facebook, Instagram and Twitter. Inclusion of direct-response formats, which influence consumers to install apps or buy products, are reportedly considered essential for any mobile ad business needing to broaden its user base. However, experts predict that Snapchat will face the challenge of discovering whether there is actually demand for such an API. Furthermore, evidence of its realistic potential will need to be presented convincingly by advertisers, to encourage third-party technology companies to invest sufficient resources to build for the success of Snapchat’s API revolution.