FSNAPour years after the app’s launch and with users watching 10 billion videos every day, Snapchat will soon launch its first advertising application-programming interface (API), and has invited eight advertising sales and 15 creative agency partners to use it.

With this, ads from outside agencies will start appearing in between the Snapchat Stories in users’ streams. And some of these will be programmatic in the sense that they will be delivered into the stream via the new API.

The ads would be skippable and won’t be inserted into the stories themselves, but will occasionally appear — full screen, with sound if yours is turned on — when you transition from one story to the next.

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