Snapchat has launched its first self-service advertising platform, which allows agencies and brands greater control over buying on the platform.
Snapchat's ad partner licensing allows brands to use ad API partners technology to gain more in-house control over campaigns.
It's a move that has drawn comparisons with Facebook's early strategy to bring in industry ad tech partners to fast-track the implementation of ad tech on the platform.
In launching Snapchat advertising platform 2.0, Snapchat expanded its tech partners program by adding 16 new vendors that specialise in buying and placing ad inventory, creative production and data.
Snapchat is now allowing brands to licences its ads application programming interface (API) to better target and manage campaigns inhouse. Brands can still opt to use the managed service.
The new ad tech API partners are Videology, Kenshoo, AdParlor, Kinetic, Hyfn and Adglow.
Snapchat has introduced data tech vendors as audience match partners to allow brands to better targeting campaigns. These include PMG, mParticle, LiveRamp, Kochava and Merkle.
The creative partners are tech vendors that provide software for advertisers to make their own creative for the platform. These are Celtra, ReFUEL4, VidMob, Percolate and Spredfast.
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