Video messaging application Snapchat is reportedly working on an application programming interface (API) that allows partners to start buying ads with better frequency and precision.
The reports of Snapchat’s proposed API have appeared on tech website Digiday and say that it has plans to be ready as early as our Autumn but could take as long as 12 months.
“Snapchat’s ambition going into 2016 is to have many more opportunities for e-commerce on the platform and other stuff that is more about building audiences,” a US ad agency executive told Digiday.
A Snapchat API would allow the site to carry more types of ads that would allow users to do thing such as instal apps or buy products.
Up until now Snapchat has done its advertising the old fashioned way – working directly with brands and agencies.
However, an API would allow it to better target users via their age, location and other data traits.
But it’s not without its challenges. “Snapchat has to see if there is even the demand for such an API. The third-party tech companies need to invest resources to build for Snapchat, so their advertisers really need to show interest in the app,” Digiday reports.