Snapchat makes it simpler for ad partners to purchase and track sponsored Geofilters

Adidas is among the brands who have already experimented with the format

Snapchat is further opening up its API to allow its partners to buy and manage sponsored Geofilters – its location-enabled overlays.

The move means advertising partners in the UK, the US, Australia and Canada will be able to purchase and report on paid-for Geofilters, whereas previously they could only sell vertical Snap Ad units to brands.

Sponsored Geofilters, meanwhile, were formerly limited to being purchased directly, and individually, through Snap's dedicated self-service platform which is still open for use.

Snapchat works with a host of third-party providers including Amobee, TubeMogul and VaynerMedia, and as well as opening up its Geofilter capabilities to the chosen few it has developed a series of tools to make it easier for brands to purchase the ad units across multiple locations or for delivery on specific days and then track their progress with an analytics dashboard.

Adidas is one of the more prolific brands to have embraced Geofilters. The sporting giant used the format as part of a campaign at Thorpe Park last year and has also experimenting with the overlays in-store.

Snapchat will be hoping the move will streamline how advertisers use the platform and open up further revenue streams away from it's widely-used Filter format, which has been mimicked by both Facebook and Instagram.

The company is also making sponsored Geofilters available to more partners soon, with plans to team up with the likes of WeddingWire, EventFarm and Hootsuite to sell on-demand Geofilters around special occasions and specific events.

The messaging app's parent company, Snap Inc, is poised to announce its first quarterly earnings update since its IPO on 10 May.

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