Build, buy or rent: Snapchat’s biggest challenges building an ad platform

Ask any ad buyer about Snapchat, and they’ll point to two main drawbacks: It can’t easily target ads and then measure how they did. Snapchat ad campaigns are simply unsophisticated, at this point, compared to what’s the normal course of business on Google and Facebook. That’s why Snapchat is looking to build an ad technology platform that would give brands more targeting optio ...Read the full article