Snapchat
Snapchat announced the rollout of multiple Harry Potter-themed AR lenses, chat wallpapers, Bitmoji outfits, and offline events to promote the new HBO series airing later this year.
Snapchat announced the expansion of its Unified Attribution solution, making the tool available to all global advertisers starting today, with added support for two mobile measurement partners, AppsFlyer and Adjust. The solution aims to combine Snapchat platform metrics with third-party cross-channel performance data into a single view, helping app marketers more clearly evaluate ad effectiveness and optimize campaign strategies.
Snapchat's latest research shows that the platform is a high-value channel for sports betting and prediction market advertising in the United States, with daily Snapchat usage among monthly bettors being 1.4 times higher than the general population. However, given that its user base includes a large number of teenagers, the compliance of such promotions remains questionable.
Snapchat announced on Tuesday a new advertising option for pharmaceutical marketers, allowing pharma advertisers to include product disclosure links in ads, enabling users to more conveniently access more information directly from in-feed displays. The new ad format supports multiple CTA attachments for health and safety instructions, with up to three disclaimer CTAs and one primary CTA configurable. Snapchat stated that this move aims to help pharmaceutical brands meet compliance requirements while reaching users interested in health content (95% of users expressed interest).
Snapchat released a new report focusing on how younger audiences connect through humor and exploring the value of comedic elements in marketing campaigns. Based on a survey conducted with Omnicom covering over 6,000 users across 6 countries, the report attempts to provide brands with a basic framework for comedy creation.
Snapchat has officially launched the Snapchat Ads Model Context Protocol (MCP) server, enabling advertisers to create and optimize ad campaigns using third-party AI tools such as Claude, ChatGPT, and Gemini. The server provides officially hosted connections, with all connections initially read-only; future versions will support write access, and administrators can control access permissions for each AI agent. This move aligns with similar integration trends on platforms like Meta, TikTok, and Pinterest.
Snap Inc. released its second quarter 2026 financial results: Snapchat's global daily active users grew by 10 million quarter-over-quarter, with total revenue of approximately $1.6 billion, up 19% year-over-year. Advertising revenue increased 9% year-over-year, while other revenue (including Snapchat+ subscriptions) surged 85% year-over-year to $316 million. However, user growth in the US and EU nearly stalled, with core advertising markets weakening; AR glasses Specs received a tepid response after opening pre-orders and drove up costs, becoming the company's biggest risk point going forward.
Snapchat is actively promoting its advertising platform to small and medium-sized businesses (SMBs), sharing brand recommendations through its official blog and highlighting its unique ability to reach young audiences. The platform claims to offer high-intent targeting and self-service budget control, but also clearly states that its vertical visual creativity is not suitable for complex enterprise targeting. Snapchat considers lifestyle e-commerce, mobile apps, and consumer brands targeting Gen Z and Millennials as ideal customers, while suggesting that brands seeking broad reach turn to larger platforms, and service-based businesses consider search advertising. To attract new advertisers, Snapchat also offers an incentive of $75 in ad credit for spending $50.
Snapchat announced that, effective immediately, videos fully generated by AI on Spotlight will no longer be recommended, and the platform will adjust its algorithm to reward authentic human creation. This move aims to reduce the negative impact of low-quality, repetitive AI content on user experience, while retaining support for AI-assisted edited content.
Snapchat and HubSpot have launched a new integration that allows advertisers to quickly create native lead ads on Snapchat and automatically sync leads to HubSpot via API. The partnership also introduces the Conversions API, helping advertisers track conversion signals and optimize return on ad spend. Snapchat reports that its native lead ads have seen a 77% year-over-year increase in click-through rate and a 26% decrease in cost per lead.