Snapchat launches ad marketplace for Find out partners & brings Commercials in order to Ads Manager

Snapchat will be rolling out two new beta programs this week. Starting July thirty-one, a small group of its Discover companions will be able to profit from their content using the launch of Snap Private Industry (Snap PMP). The company is also producing its six-second, non-skippable Commercials advertisements available via its self-serve advertisement platform for 100 select marketers.

Snap Private Industry

The Snap PMP beta program allows Discover companions to offer ad inventory via the app’ s Ads Manager. Snap PMP includes the full benefits of the app’ s programmatic ad platform , with advertisement targeting options, metrics and powerful pricing. Both Snap Ads plus Commercials will be available via the Click PMP now that Commercials can be bought with the Ads Manager.

Discover partners involved in the Snap PMP beta system include BuzzFeed, Condé Nast, Hearst Magazines Digital Media, NBCU, Tastemade, Vertical, Viacom and VICE. Included in the PMP platform, the Discover stations will be able to create “ bundles associated with content” for ad opportunities, convey more control over ad pricing and select which advertisers have access to their advertisements.

Snapchat says the PMP program does not replace any kind of existing Discover tools or companion offerings already in place.

Commercials come to Ads Manager

Along with the Snap PMP beta, the app is also selling the six-second video Commercials programmatically through its self-serve platform. Previously, it ad spots that run within the app’ s premium Shows articles could only be purchased through a Snapchat salesperson — but , starting Aug 1, a select list of marketers will be able to purchase Commercials via Snap’ s Ads Manager. (The choice to buy Commercials via a Snapchat salesman will still be available to all advertisers. )

Snapchat first rolled out the Commercials ad offering in April of this year. The particular spots run exclusively within the app’ s TV-like premium content known as Shows that are featured in the Find out section of the site. Show episodes generally run three to five minutes in length including a wide variety of content, from animated applications to documentaries, scripted drama or even comedies.

Snapchat states it is now running 30 Shows every week globally — up from the 5 shows it was running this time a year ago.


About The Author

Amy Gesenhues is Third Doorway Media’s General Assignment Reporter, within the latest news and updates meant for Marketing Land and Search Engine Property. From 2009 to 2012, the lady was an award-winning syndicated writer for a number of daily newspapers from Nyc to Texas. With more than ten years associated with marketing management experience, she has added to a variety of traditional and on the web publications, including MarketingProfs. com , SoftwareCEO. possuindo , and Sales and Advertising Management Magazine. Read more of Amy’s articles.

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