Here’s How Brands Are Cashing In On Snapchat’s Long-Awaited API

Snapchat’s long-awaited API (application programming interface) is officially out in the wild with a handful of creative agencies and ad-tech companies selling ads on behalf of the mobile app. Brands are also finally getting a look under the hood at the data that powers their campaigns. Among the companies working with the API is VaynerMedia, which is on both the creative and media-buying side. Since the API launched this summer, the digital agency has run two Snap Ads—one for USA Networks and one for Nordstrom. Gatorade, Nissan and McDonald’s have also run API campaigns through other partners. While programmatic-like buying on Snapchat is still new for brands and agencies, VaynerMedia CEO Gary Vaynerchuk said that his shop is “probably getting 25 to 50 inquiries a day” about the API. Read more at Adweek.