Snapchat to introduce 'audience network' at partner summit
Snapchat will roll out an audience network at its partner summit today, according to the early look at the lineup of topics on the agenda.
An audience network could be Snap bringing its brand of vertical ads off its app into partners' properties, similar to Facebook Audience Network. Snapchat already has expanded the universe for its videos, with publishers and partner apps able to show Stories, the videos that disappear in 24 hours, but it has not done the same for ads.
Snapchat is hosting its first marquee developer conference, Snap Partner Summit 2019, in Los Angeles, where it will reveal its product roadmap for the year ahead, including how it integrates with outside apps and publishers.
The agenda for the event, given out prior to its start time, notes that Mike Khristo, Snapchat's head of product solutions, will be “introducing Snap Audience Network.”
Audience networks enable advertisers to buy ads that can run across partner apps, typically using the same targeting tools. That would mean someone on, say, an outside dating app or game could receive an ad through Snap. It's unclear how Snapchat’s network will work, however, until Khristo hits the stage.
Snapchat was not immediately available for comment.
The company is expected to show a gaming platform, too, and other expansions of its Stories and augmented reality features.
This story will be updated.