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Snap to introduce Audience Network that will integrate ads within third-party apps

By Andrew Blustein, Reporter

April 4, 2019 | 3 min read

Snap introduced a new offering allowing app developers to fill inventory with ads from Snapchat at its inaugural Partner Summit today (4 April).

Snap unveils new offerings at first Partner Summit

Snap unveils new offerings at first Partner Summit

With Audience Network, developers will be able to run vertical video ads from Snapchat within their apps. Snap will take a portion of the ad revenue as third-parties pull ads as they need, all in a bid for Snap to show advertisers it has an expanding audience base.

The new ad offering comes as Snapchat's user growth has slowed. Snap most recently reported it has 186 million daily active users, down over a million users from the same time last year.

Snap will launch its Audience Network later this year, starting in the US on Apple devices. It is currently accepting applications to join the network.

Snap's new Audience Network is part of a larger extension of the Snap Kit it introduced last June. Snap also introduced Story Kit, allowing developers to embed Snapchat stories onto their platform.

story kit

New Snap Originals

Snap also introduced a slate of new original programming, which will begin airing on the Discovery page in May.

The platform partnered with a range of production companies to produce shows around sneaker culture, teenage drama and more. One such partner is Buzzfeed, which will produce a daily afternoon celebrity entertainment show.

Snap will continue to monetize its original content with its six-second, non-skippable, full-screen ads, which Snap sells at a cost-per-completed-view model at around one US cent.

Ad-supported games

Snapchat is also bringing games to its app. It's launching six titles, including the post-apocalyptic Zombie Rescue Squad game from PikPok.

Similarly to its stories, Snap will run six-second, non-skippable ads that players can watch in exchange for some kind of virtual currency. Snap will split ad revenue with game developers.

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