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Prepare to see more brands advertising on Snapchat.

Snap, the company behind the platform, announced a new self-serve advertising tool on Wednesday that will make it much easier for marketers to buy full-screen placements.

The company has been easing into this model for months. The launch of its long-awaited API (application programming interface) last fall let third-party partners sell ads on Snapchat’s behalf for the first time, and an update in January gave brands even more control of the process.

The latest feature, which won’t fully launch until June, will cut out the middleman entirely, allowing brands to place their own ads without working through one of the company’s partners. Read more…

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