Going (Creatively) Digital

Snapchat Releases Long-Awaited API, Selects Partners For Advertising

With its launch of Snapchat Partners, Snapchat’s long awaited API, ads on the social platform will now be sold by third parties, who fit into one of two buckets: Ads Partners and Creative Partners. The first group is composed of software developers to enable the buying, optimizing and analyzing of ad campaigns, ADWEEK reports. The latter group have expertise in social content and experience with Snapchat’s vertical video format, 3V. It will be a few weeks before ads sold through the API appear, and then they will be sold via an automated, auction-based system. For a list of all the Ads Partners and Creative Partners, see the ADWEEK story.

Facebook Makes It Easier For Brands To Transact With Users

Contextual commerce is coming to Facebook and it explains the social network’s wholesale change in its payments strategy, according to Bloomberg via Advertising Age. Facebook wants users to be able to buy stuff while they are engaged on Facebook messenger. Bots with artificial intelligence would do the heavy lifting of interacting with shoppers. The idea is to make it easier for brands to transact for goods and services with the least amount of disruption to consumers. It represents the continuing and most sweeping iteration of Facebook’s payments strategy—the first being a cut of revenue from the likes of gamers like Zynga. Third parties will process all payments going through Messenger chat or activated with a “buy” button or in one of the “shop” sections.

Microsoft Sees Business Data Bonanza In LinkedIn Acquisition

Maybe the third time will be the charm for Microsoft. The company, which has announced a $26.2 billion cash deal for LinkedIn, took huge write-offs following its purchases of Nokia’s handset business and advertising metrics provider aQuantive (and then there are Skype and Yammer). MarketingLand says the LinkedIn acquisition will benefit advertisers, particularly in the B2B space. Considering the wealth of information LinkedIn has about people in the business community, it offers Microsoft more refined targeting of ads, more reach (433 million users) and commercial opportunities via Cortana, as Microsoft’s digital assistant has been positioned as the one best suited for professionals.

Google Ups The Ante For Store Beacon Technology

Here is the good news with regard to in-store beacon technology: Google is trying to help retailers communicate with people as they shop or after they have left the store, according to MediaPost. The not-so-good-news is that a mere 3% of companies regularly use beacon technology, per Forrester Research. But that could change now that Google is enabling beacon data to communicate with a Chrome browser on any Android or iOS device. Retailers can connect via SMS messaging or email with consumers who have opted in to location services. And they can count the number of consumers who walked into the store and the percentage who made a transaction, similar to the way that advertisers track online consumers who visit their Web site.

C-Suite Moves:

Patrick Maley named Chief Marketing Officer at Kewill, from MAM Software and RedPrairie (now JDA), where he has held various executive roles.

Ian Maclean to Metaswitch Networks as Chief Marketing Officer, from Tango Networks, where he served as Chief Operating Officer.

Rahul Bammi to View as Chief marketing Officer, from Lumileds, where he was Global VP of Marketing and Product Management.

Kelly Seelig to Skyport Systems as Chief Marketing Officer, from BlueJeans Network, where she was VP of Marketing and Communications.

Chris DiTullio named SVP, Marketing and Communications at Jo-Ann Fabric and Craft Stores, where he has a variety of executive positions.