Snap’s Challenge: How to Grow Without Getting Awkward

Updated on: 2017-06-16
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Snap’s Challenge: How to Grow Without Getting Awkward
Technology
Snap’s Challenge: How to Grow Without Getting Awkward
The social-media company woos advertisers by promising them their ads will only appear beside content curated by editors and users. Now, it needs to grow
By
georgia.wells@wsj.com
June 15, 2017 8:00 a.m. ET
When the company behind Snapchat hatched plans to make money from its popular messaging app, it told advertisers their ads would only appear beside content curated by people.
Now, Snap Inc. is in a tricky spot. To boost revenue, the 6-year-old company will ultimately need more of the tailored packages of pictures and videos, called Stories, advertisers prize. Expanding its offering using only editors could be a slow and costly...
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