Snapchat announces open access to its Marketing API for developers

Anne Freier | February 14, 2018

Mobile Advertising

Snapchat has officially opened up its Marketing API for developers. That means, as of today, anyone interested can integrate the API.
The Marketing API was originally launched in 2016. Previously, it was only available to a select number of established technology firms which were part of the Snapchat Partner programme.
The API lets developers, advertisers and agencies layer their own proprietary data to boost their campaign targeting strategies and enhance creative and measurement features.
In addition, eCommerce retailers are able to optimize their inventory programmatically and as necessary. Adverts can also be paused if a product inventory hits the low end. This adds a significant layer of control and transparency to advertising on the app.

“We’ve been listening closely to third-party developers as we transition Snapchat ad products onto our self-serve platform,” explained James Borow, Snap director of revenue programmes. “Today we’re opening up our Marketing API to give every developer tools to build the Snapchat ad solutions that perform best for them and their customers.”

With the API, advertisers can make cross-channel decisions based on their real-time data sets and add metadata as well as other metrics to the pipeline.

“Our advertising business changed profoundly over the past year as we migrated the sale of our Snap Ads to an automated auction,” added Snap cofounder and CEO Evan Spiegel in a recent earning’s call. “Over 90% of Snap Ads were bought programmatically during Q4, which means that the auction transition for Snap Ads is largely behind us.”

The company recently saw stocks jump after it announced that daily active users had increased to 187 million (from 178 million) between the last two quarters of 2017.

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