https://marketingland.com/snapchat-opens-advertising-api-everyone-234429
Snap chat opened its programming API to everyone in the hope to attract more participants in its automated ad auction market. Similar competitive offerings are Google Adwords and Bing Ad. What does this trend mean to marketers? Should they care?
I think yes. A junior marketer with basic programming skills can take advantage of these APIs. His or her creativity can be the differentiating algorithm that drives success. For example, one can write a program that simultaneously connect to all available APIs and manage its budget based on real time feedback from the platforms. Doing so would help the marketer free up working capital. We no longer need to commit capital to one platform.
Given the potential all marketers must should learn to code. In fact, I think it is just a matter of time!
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