Snapchat Is in Talks for Big Ad Deals Ahead of IPO – WSJ (Jan 25, 2017)
Another day, another story about Snap trying to grow its ad revenue, this time focusing on getting up front commitments from major ad agencies’ ad buying arms. Given how nascent Snap’s ad business is, convincing potential investors that it has a predictable run rate for ad spend is critical to a successful IPO, so getting some promises from major buyers to increase spending in 2017 would be a useful first step. But of course that increased spend will only come if the ROI is there, which has been the other piece of this puzzle for Snap over recent months, trying to demonstrate that advertising on Snapchat can be more than just speculative.
via WSJ
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