This little sapling of traditional web content (trad-web-cont-sap) will no doubt play a central part in a major change to how Snapchat sells advertisements. According to Digiday, the company is looking to leverage its user data for ad sales, attempting to convince its media partners, like BuzzFeed and Vice who both post daily "snack-sized" videos to the platform and sell ads against them independently. Snapchat wants to target marketing across its audience, which would result in some ads running on several Discover channels and the media partners who operate those channels losing some advertising autonomy. For digital marketers, the ability to laser-target an audience as large as Snapchat's (100 million daily users as of last May, according to the company's founder) is of course appealing. As of right now, advertisers can only target Snapchat users according to location and gender, in addition to specific Discover channels and Live Stories. Notably, this would allow Snapchat to more effectively leverage and profit from any growth on "traditional" web (which, ha, nobody uses any more).
These changes are, it is safe to assume, the result of changes to its ad pricing structure which a CNBC report characterized as a drop and Snapchat characterized as a diversification in its offerings.
Snapchat did not respond to a request for comment.
The company has evolved significantly since first debuting as the future's best sexting utility. Last year's launch of Discover, a place for media companies to post daily "snack-sized" videos; they are as direct a way to reach fickle young eyeballs as exists. Its geofilters let a dozen (or a hundred or a thousand) user uploads be aggregated in a roughly comprehensive compilation. In November it began letting businesses and users purchase "On-Demand" geofilters (logos weren't allowed in the design of the earlier, "public" version).
Of course it's not all primrose and honey; the company posted an apology yesterday (Feb. 28) after one of its employees fell for a phishing scam which resulted in some staffers' salaries being disclosed outside the company and their identities under threat of being stolen.