Snapchat’s expanded partnerships should also ease the buying process – particularly important as the company seeks to drive revenue as its IPO approaches.
New Ads API partners include: Videology, Kenshoo, AdParlor, Kinetic, Hyfn and Adglow, bringing the total to 15.
Audience Match API launch partners include PMG, mParticle, LiveRamp, Kochava and Merkle. These partners can help buyers upload CRM lists to segment and target customers on Snapchat.
Creative API launch partners include Celtra, ReFUEL4, VidMob, Percolate and Spredfast.
Douglas calls these updates “the typical evolution of a platform’s capabilities.” But Snapchat has been able to evolve at a faster clip than its predecessors by learning from their successes and mistakes. That quick evolution is encouraging media buyers like Douglas to continue shifting budgets toward the platform.
“We’re seeing really positive momentum and an evolution at a much more rapid pace than we’ve seen in other platforms like Google AdWords and Facebook in the very initial days,” he said. “When you start to see that level of parity, whether that’s ease of buying from a logistical standpoint or finding audiences in an efficient manner, we will find opportunities for that investment.”
But for Snapchat, there’s still room for improvement. Douglas hopes the platform will open up its native tools to true self-serve buying.
“I do feel like in these API platforms, I have more control and capability than I did a few days ago,” he said, “but the eye on the prize here is to continue to expand overall capability in native tools so I can see the without ever having to license a third-party, because my clients require that level of capability.”