Snapchat is trying to pull off one of the trickiest moves in tech, a commercial explosion that justifies its lofty $22 billion valuation but that also doesn’t dent its impressive user growth and engagement rates.
With its newly announced ad platform, the app has embraced marketing in a way that didn’t seem likely just one year ago as it moves with unusual speed to start making real money. Many platforms — including Facebook, Pinterest and Twitter — have made this advertising transition before it, but Snapchat appears to be on a faster track, looking to sell more ad space than ever while trying to keep users.
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