Snap Just Did Something It's Never Done Before

Adam Levy, The Motley Fool
·4 min read
Snap Just Did Something It's Never Done Before
Snap Just Did Something It's Never Done Before

Over the last four years, social media operator Snap (NYSE: SNAP) has seen a massive decline in its average ad prices on its Snapchat multimedia messaging app as it shifted to selling ads programmatically. The shift in ad sales allowed Snap to scale the ad business much more quickly, but it meant it wasn't necessarily maximizing the value of each ad impression. Snap saw improvement in three areas that all contributed to higher average price per ad impression.