On Thursday, Snap Inc. unleashed a slew of announcements at the keynote for its first Partner Summit in Los Angeles. The lineup showcased a deepening effort to break down the walls surrounding its Snapchat app.
The company unveiled App Stories, a new feature for its Snap Kit developer tools that allow users to shoot and share content from the Snapchat camera to Stories in other apps, such as Tinder, Houseparty and Adventure Aide. That’s apparently just for starters, as Snap mentions that more than 200 apps support its development kit. Bitmojis, the company’s custom emoji feature, will also have the option to leave home and head to places like Venmo and Fitbit.
But one of the biggest announcements has to do with advertisements, specifically Snap ads that show up in other apps.
The Snap Audience Network allows advertisers to stock their ad inventories with the same vertical video ads that run within Snapchat and make them available to buyers, so they can run them in their own apps. In that sense, Snap acts as a sort of broker—a middleman that takes a cut of the revenue for managing the process and transaction.
The action also works in the other direction, with custom stickers that bring more external services into Snapchat.
Other announcements include gaming directly in the platform, a new lineup of original Snapchat shows and updates to its augmented reality Lenses, including a feature that automatically chooses a Lens based on the environment the camera sees.
Snap set out a few examples: “Scan a math problem to get the answer, or a product to see results on Amazon. Scan your dog to give her goofy glasses, or a song to see who sings it. Scan the sky to see whales swim over the horizon, or scan your hand to watch butterflies emerge as you open your palm.”
Developers also get new AR templates, such as Landmarkers, which add overlays to “transform” real-world buildings, and others for hand- and body-tracking.