Snapchat’s foray into premium video advertising, with the exclusive marketplace to link brands and top-tier publishers it launched last year, is winning over advertisers with the amount of control it gives them to choose where ads run. Early media partners, however, say they’re disappointed.It’s been a little more than six months since the private marketplace opened, and some publishers have yet to see the financial benefits, according to one top publishing partner executive, who spoke on condition of anonymity.”We make some money there, but it was posed to me, at a time of year when we needed to drive revenue, that this was awesome, a way to totally crush it,” the exec says. “Then we went live, and money was just barely dripping in. Like when it’s misty outside, and not quite raining, it’s annoying.”
Continue reading at AdAge.com
Source: Ad Age – News
