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The nature of the incentives, and their value, vary from one media agency to another. One media buyer, who wished to remain anonymous, said Snapchat was offering new application programming interface partners a 10 percent bonus media coupon; another said it was providing discounts on ads bought on its self-serve platform. Snapchat declined to comment for this story. The move comes at a time when marketers are seeking a third scalable option outside of Google and Facebook, and pushing back against transparency issues with those platforms.

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More importantly, Snapchat has ground to make up after a dismal performance in its first quarterly earnings , which came out earlier this month. Platforms offering buyers such incentives is not unprecedented. Google, Facebook and even Twitter have all offered similar deals in the past. Google had its own incentive program to motivate U.

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Even Twitter targets agency clients from its Twitter for Business account to get them to advertise on the platform. But unlike before, where the idea was to give agencies and brands the incentive to scale across their API partners, the focus now is on its self-serve platform that was announced earlier this month, confirming a Digiday report from April.

Ben Kunz, svp of marketing and content at Mediassociates, agreed, saying there was considerable confusion among buyers on whether Snapchat buys were good investments or not. We went to Subway and got 2 sandwiches, 2 drinks, and 2 chips. For our activity he chose to use free tanning coupons.

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