Advertisers see the move as a way around Snap's plateauing user base but wonder if the platform's ads will translate well to other apps.
Greg Sandoval/Business Insider
The company is launching the Snap Audience Network, an ad network that extends its full-screen mobile ad format, Snap Ads, to other apps, giving advertisers more reach for their Snap campaigns. "The Snap Audience Network is designed to bring our popular mobile ad format, Snap Ads, to third-party apps," said Ben Schwerin, VP of Partnerships at Snap."This will help our partners grow and offer advertisers new ways to reach the Snapchat community."With its Audience Network, Snap follows in the footsteps of other platforms, including Facebook and Twitter. The Facebook Audience Network launched in 2014 while the Twitter Audience Platform launched in 2016.
Advertisers who have been concerned about Snap's footprint would now be willing to spend more, which would drive higher revenue for Snap, agreed Meghan Myszkowski, VP of social activation at Essence, North America.
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