Could publishers lose out from Snapchat's ad evolution?

Sarah Homewood
By Sarah Homewood | 1 March 2016

Snapchat wants to have more control over advertising in its Discover platform, which could see publishers lose the autonomy they previously had over ads appearing in the news offering.

The photo sharing app, which has deals with the likes of, The Daily Mail, Buzzfeed, CNN and Vice, is understood to be thinking about repositioning to offer its advertisers a more familiar digital ad model, which could open up more impressions to a variety of advertisers.

Currently publishers have exclusive deals to sell their own ads, but a source revealed to Digiday that: “Snapchat is pushing hard on publishers to give up exclusivity on inventory and allow them to sell inventory on an audience basis.”

Snapchat launched its Discover platform a year ago, after first touting the offering late in 2014. Discover sees publishers post bite-sized content to the app, with Cosmopolitan claiming they are receiving 3 million views a week from being on Discover.

This news comes weeks after Snapchat and Viacom inked a deal to sell ads on the platform. Under the arrangement, Viacom, which owns businesses in TV and film will have the rights to sell Snapchat's US owned and operated ad inventory including its ongoing Stories content.

Commentators have said in order for Snapchat to succeed as an ad platform it needs to breakdown silos of content and offer addressability across its whole user base.

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