Snapchat Expands Partner Program With Nod Toward Better Looking, Targeted Ads

As Facebook works to fend off the user and advertising challenges from Snapchat, the social messaging app is formalizing its ad products.

As Snap Inc. prepares for its expected IPO, its Snapchat app is expanding and streamlining its ad formats with 16 new platform marketing partners including mobile ad creative and analytics specialist Celtra and online-to-offline agency Kinetic.

Other ad tech companies joining the Snapchat Partners program include Videology, Kenshoo, AdParlor, Hyfn, Adglow, and Percolate, among others.

“The main benefit for brands eager to advertise on Snapchat is that they will be able to build better ads and seamlessly integrate the creative process with the advertising workflow,” Alex Saric, Celtra’s CMO, told GeoMarketing.

The formation of the fuller partner program follows September’s introduction of Snap Audience Match, which lets advertisers send Snapchat a list of customer emails or device IDs in order to exclude or show ads to those users depending on their individual opt-in/opt-out preference. Ad tech players PMG, mParticle, LiveRamp, Kochava, Merkle have been added to the Snap Audience Match roster of partners.

Snapchat has been careful to make clear that it doesn’t target sensitive user identities like race, ethnicity, sexual orientation or religion — instead, it focuses on demographics, interests, and location.

Back in November, Foursquare was tapped by Snap to provide its location data to Snapchat Geofilters, as brands continue to explore the value of connecting with the growing number of consumers who are using the social messaging app.

Taco Bells Snap

The expansion comes as Snapchat is receiving additional scrutiny from its planned IPO and from Facebook’s not-so-subtle moves to adopt familiar Snapchat features for its Instagram Stories.

For many of the partners included in Snapchat’s announcement, it’s worth noting that tools like Celtra’s Creative Management Platform already support Snap Ads. But there is a clear step forward, Celtra said in a blog post.

“This partnership will deliver even tighter integration and allow advertisers to seamlessly extend Celtra video ads and mobile web experiences into Snapchat for Snap Ad campaigns,” the company said. “This will more closely connect the creative process with the advertising workflow. The API will enable marketers to quickly & easily create Snapchat content as well as give marketers the ability to better test, learn, and update creative for effective campaign performance.”

The partner expansion reflects four months of beta testing by more than 100 brands, including Gatorade and Nissan in the US (through cross-channel social media platform 4C), as well as Unilever and McDonald’s in Australia.

Aside from promising better creative applications as well as more accurate targeting and analytics for brands, Snapchat’s partners are also rolling out seamless self-serve features designed to take the friction out of connecting wider marketing campaigns to the social messaging app.

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.