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Snapchat Brings in Editorial and Ads with Discover Feature

Alex Spencer

Snapchat DiscoverSnapchat has launched Discover, a feature in its picture messaging app that enables users to access editorial content from the likes of ESPN, CNN, The Daily Mail and Cosmopolitan.

Each will receive its own 'edition', updated daily, with content selected by the publisher. This can include "full-screen photos and videos, awesome long-form layouts, and gorgeous advertising", according to Snapchat's blogpost announcing the launch. It's the last of these which is most interesting, as Snapchat continues to try and monetise its large active userbase – reportedly over 100m each month.

"Discover is new, but familiar. That’s because Stories are at the core - there’s a beginning, middle, and end so that editors can put everything in order," reads the blogpost. "Each channel brings you something unique – a wonderful daily surprise!"

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