As Snapchat’s parent company — recently rechristened Snap Inc. — gets closer to a public offering, ad buyers and brands are questioning whether it can continue to provide a high level of service without becoming inflexible in its sales approach.

It’s a familiar narrative. Before Snap, Google and Facebook started out as tech companies, too, with little outward interest in advertising. Then, as the audience grows, things change.: They need to make money, so they build sales teams and cozy up to agency buyers. As its IPO looms, Snap needs to show it can monetize more than ever before.

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