The ads application-programming interface Snapchat announced in June became a reality last weekend.
Kurt Wagner of Re/code reported that the Snapchat ads API rolled out over this past weekend, enabling Snapchat Ads Partners to sell ad inventory via automated bidding platforms and algorithms.
A Snapchat spokesperson confirmed via email that the nine Snapchat Ads Partners (listed below) are running Snap Ads?full-screen video ads with sound?and they are available in countries including the U.S., U.K., Canada and Australia.
Much like auctions from similar social networks, Snapchat?s auctions factor in the performance of creative, targeting and bidding in determining which Snap Ads to deliver. Partners can only track campaigns purchased via the API. The ads API is currently in closed beta with brands including Gatorade and Nissan in the U.S. (via 4C) and Unilever and McDonald?s in Australia (via Brand Networks)
Benefits for marketers using the ads API include:

Real-time reporting, data visualizations and other analytics tools to help them understand and optimize their Snapchat campaigns.
Custom solutions such as vertical-specific work flows, weather targeting, dayparting and syncing with television.
A/B testing across creative, ad targeting, bidding and other elements, enabling marketers to optimize their campaigns.
Targeting by age, gender, location, device/operating system and carrier, as well as recently introduced Snap Audience Match, Snapchat Lifestyle Categories a...