Snapchat prepares to open up to third parties with API preparation
Snapchat is preparing an open application interface (API) that will allow it to further its monetisation strategy by opening up to third parties, meaning it can work with more advertisers, and potentially bolster its revenues.
DigiDay's Garret Sloane cites multiple sources from ad tech outfits, and advertising agencies claiming the picture sharing service had contacted them asking what they specificially would need to work with its planned API. Testing is expected to begin within the first half of this year.
The development of an API means third parties, such as advertisers and e-commerce partners, will find it easier to work with the social media app, which over-indexes on younger audiences, where previously they would have to work in more direct contact with Snapchat.
Source: DigiDay