Advertisers find fewer reasons to spend on Snapchat

Snapchat's pitch to advertisers is starting to feel as ephemeral as its content — and its Q4 results prove it

While it may be too soon to count out Snapchat's ads business entirely, rewiring it into something more appealing to advertisers won't be easy — especially when so many marketers aren't advertising much there in the first place.

Additional coverage:

• Publishers are coming to terms with their open programmatic marketplace RPMs being 20% to 55% lower than they were this time last year, but the hope is that programmatic guaranteed deals will make up the deficit.
• This week's Digiday+ Future of TV Briefing looks at the state of advertisers' adoption of YouTube Shorts as the platform prepares to share ad revenue with Shorts creators.
• As more inclusive marketing becomes the norm, brands like IPSY, SiriusXM and Jack Daniels ramp up for Black History Month and beyond.
• Ad buyers have yet to see clients cut their podcast budgets — though the time of podcasts as the shiny new medium may be coming to an end.