Snapchat ’s $ 16bn valuation is beginning to look overblown , as its advertising platform stalls . Nike did not respond to a request for comment. According to GE ’s Manager of Global Social Media Marketing , Snapchat ’s lack of in - depth advertising data analytics is preventing brands from embrace the service as a credible channel outside of experimentation , despite ‘ staggering ’ audience growth and engagement . While company sources say they are working with market research firms and advertisers to see who their advertisements are targeting , compared to the highly - targeted campaigns offered on other social media platforms , the solution looks weak . An eMarketer ’s review in October found Snapchat last for its return on investment for months .
Snapchat ’s $ 16bn valuation is beginning to look overblown , as its advertising platform stalls . According to GE ’s Manager of Global Social Media Marketing , Snapchat ’s lack of in - depth advertising data analytics is preventing brands from embrace the service as a credible channel outside of experimentation , despite ‘ staggering ’ audience growth and engagement . While company sources say they are working with market research firms and advertisers to see who their advertisements are targeting , compared to the highly - targeted campaigns offered on other social media platforms , the solution looks weak . An eMarketer ’s review in October found Snapchat last for its return on investment for months .