Salesforce Marketing Cloud’s chief marketing officer, Mark Lazerow, suggests that there's roughly one really important development in social marketing per year, citing Facebook's application development platform launched in 2007 as an early example. His pick for this year's model is the new Twitter ad API probably the most important development in social marketing to come along in a year.
Snap, the parent company of Snapchat, today announced that its Marketing API is now available to all developers. The API allows third parties to programmatically buy ads in the Snapchat app and manage their advertising campaigns. It also offers additional targeting and testing functionality.
A number of ad tech sources reported that Snapchat has engaged select ad partners for an advertising API development. Snapchat declined to comment, but many have anticipated an advertising API from Snapchat. While an ad API makes sense, Snapchat has an unfortunate history with API vulnerabilities.