Snapchat’s Beta Test of Its Reach and Frequency Tool is Helping Media Buys

Facebook’s copying of Snapchat has contributed to the latter’s downfall. Now, it’s Snapchat’s turn to borrow from Facebook’s playbook.

Snapchat launched a reach and frequency tool in April that allows marketers to buy Snap ads for a set CPM if planned in advance, akin to TV buying.

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