Snap announced new ways for its advertisers with its new Snap Audience Network. The company claims that its tool will extend the advertiser’s audience to third party apps without compromising user privacy. Snap highlighted that its Snap Audience Network is far more secure than the competitor ad networks.
Snap Audience Network is very much similar to Facebook’s Audience Network which was launched back in 2014. App developers that sign up for this program need to fill their ad inventory with full-screen, vertical screen and video ads inside the Snapchat app. In exchange for selling these ads, Snap will charge some commission from app developers.
The social networking firm hopes that advertisers that use Snap Audience Network to reach out to larger set of audience than advertising on Snapchat alone. It is unclear how this will work in practice. Snapchat executives talked about how Snap Audience Network will offer more user privacy than other ad networks. In Snap Ad Network, developer partners do not get access to the personal data from people who use Snapchat, which is in contrast to how Facebook’s developer policies have worked for years.
Snap claims that it only shares Snapchat username with another app. Sensitive data like email, phone number are not shared with the developers. It is unclear if the ads will appear to Snapchat users who use other apps or if Snap can deliver them to non-Snapchat users as well.