Snapchat announced Tuesday it's opening up its automated API platform to all advertising partners, not just a handful of high-level test partners, like Unilever and Gatorade.

What's an API? An API, short for application programming interface, is a set of rules or standards that govern how applications can communicate, or share data. For example, your computer uses an API to transfer different formats of data when you cut and paste text from email into a Word document.

How does Snap's API work? Snap's API, called Snapchat Partners, connects technology and data partners to expand the range of data-targeting options advertisers can use to reach custom audiences. It also allows media buyers to purchase ads at scale through a streamlined process that optimizes creative content in real time. Today Snapchat announced it was adding 16 new agencies and vendors to its API platform to expand its capabilities. They are also adding a new feature, called Ads Partner Licensing, a self-service tool that lets brands use API partners' software in-house, to give them more control of ad campaigns.

Why it matters: Ahead of their IPO, Snapchat executives have been touting their ability to monetize their highly-engaged audience through different advertising features. According to AdWeek, we should expect to see case studies from four months of test partner campaigns in coming weeks. Revealing test campaign results from their API platform just before their highly-anticipated IPO means we can expect good results.

Go deeper

Uber CEO proposes "benefits funds" for gig workers

Uber CEO Dara Khosrowshahi. Photo: Scott Heins/Getty Images)

Uber CEO Dara Khosrowshahi called for establishing "benefits funds" for gig workers in a New York Times op-ed out Monday.

Why it matters: Gig workers, who remain independent contractors and not employees, have long pushed companies like Uber for benefits comparable to those received by traditional workers. The coronavirus pandemic and its resultant economic strain has broadened those calls.

Trump tries to set a tax trap for Biden

Photo: Jim Watson/AFP via Getty Images

President Trump is trying to lure Joe Biden into a Walter Mondale trap — attempting to force the Democratic nominee to embrace middle-class tax increases as part of his election strategy.

Why it matters: With his Saturday evening executive action to unilaterally rewrite the tax code, Trump again is demonstrating the lengths to which he’ll go to change the conversation — and try to make the election a choice between him and Biden, and not a referendum on him.

Tech's reluctant road to taking on Trump

Illustration: Eniola Odetunde/Axios

The coronavirus pandemic, Black Lives Matter protests and a looming election have brought long-simmering conflicts between tech platforms and President Trump to a boil, as Facebook, Twitter and other services are starting to take presidential misinformation seriously.

What's happening: Wary of becoming arbiters of political speech, tech's platforms have carved out a range of exceptions and immunities for Trump and other political leaders — but that accommodation is coming undone.