Snapchat, the ephemeral messaging app, is officially taking the advertising plunge.
In a blog post on Friday, the Los Angeles-based company said it was introducing advertising onto its platform. "An advertisement will appear in your Recent Updates from time to time, and you can choose if you want to watch it," the post reads. "No biggie."
Last week, CEO Evan Spiegel said ads would soon be arriving to the platform's Stories feature. A few brand advertisers have experimented with the platform. Dove recently turned to Snapchat for its "Self-esteem Weekend" campaign. The platform can deliver considerable followers and social shares, but does not share any demographic-targeting data.
Snapchat is dominated by young users. More than half of its user base is between 18 and 24, according to comScore. And the research firm claimed that Snapchat trails only Facebook and Instagram in popularity among 18-to-34-year-old smartphone users. Snapchat has claimed that over 700 million fleeting "snaps" are sent and 500 million stories a day on the platform.
In October, Bloomberg reported that Yahoo was investing in Snapchat, placing the company at a $10 billion valuation.
A spokeswoman from Snapchat did not respond to a request for comment.
"Understandably, a lot of folks want to know why we're introducing advertisements to our service," the company's post reads. "The answer is probably unsurprising -- we need to make money."