Goldman’s campaign will also mark the first sponsored content takeover across the Snapchat Discover channel. A Snapchat spokesperson stressed that while Goldman is sponsoring the coverage, Snapchat coordinates the editorial and placement without client influence.
It’s a new and tricky concern for Snapchat, which built out its publisher distribution platform before more recent efforts - still tentative - to invest in its ad tech infrastructure. Now the company must manage that monetization without creating editorial conflicts or forcing publishers to feature certain content.
Snapchat Discover partners BuzzFeed, Vice, National Geographic and Refinery29 will feature the new Goldman campaign.
For now, advertising deals are negotiated and placed manually, since Snapchat doesn’t have an API. Though the company seems to be adding ad tech talent – as evidenced by its hire of Facebook Audience Network builder Sriram Krishnan – there’s still much work to do.