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Snapchat courts large advertisers with new ad feature

Snapchat is introducing new ad technology called Advanced Mode catered for large brand advertiser campaigns that will rival Facebook's Power Editor feature.

  • The new feature will allow sophisticated marketers to automate their advertising campaigns, save custom audience segments and create custom Snapchat spreadsheets that allow advertisers to edit different ad campaigns in groups.
  • Why it matters: It's the latest in a long series of ad tech improvements that Snap's invested in to ensure brands can capitalize on Snap's loyal younger audience, the way they can on Facebook or Instagram.
  • There have been reports that boutique, influencer advertisers prefer to run with Instagram over Snapchat, but that is not necessarily the reality for big-brand advertisers that dictate the majority of digital spend. Just this morning, the head of WPP, the world's biggest advertising agency, reiterated that he is doubling down on his investment in Snapchat this year.
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