Snapchat might be getting into advertising technology

Snapchat is working on a crucial part of its growing digital ad business: an application programming interface (API) that would let partners start buying ads with more precision and frequency, according to multiple sources. The messaging platform reached out to ad technology companies and agencies about its API, asking them what they would need from such software, sources said. The conversations with potential partners are laying the groundwork for a system that would be ready for testing by as early as the spring. “Snapchat’s ambition going into 2016 is to have many more opportunities for e-commerce on the platform and other stuff that is more about building audiences,” said an ad agency executive with direct knowledge of the plans. Opening up an API is a crucial step for Snapchat, following the lead of platforms like Facebook, Instagram, Twitter and others. It allows for more types of ads, including those with calls to action for consumers, such as installing apps or buying products. These direct-response formats are considered essential for any mobile ad business that wants to cater to a broad base of marketers.