Snapchat has been making headlines recently with its bid for advertising dominance, and many are speculating on the role that Meta’s loss could play in Snap’s success.

In the wake of the Meta scandal, Snapchat has been quick to capitalize on the opportunity to expand its advertising offerings. In November 2021, the company announced its new Snap Focus program, aimed at educating advertisers on how to best use the platform. The program includes a series of courses and certifications, as well as access to dedicated account managers.

But it’s not just education that Snapchat is investing in. The company has also been making strategic hires to bolster its advertising capabilities. In December 2021, Snap announced that it had hired Robyn Peterson, formerly the CTO of ad tech firm Neustar, as its new VP of ad tech and operations. Peterson brings over 20 years of experience in the industry, and her expertise is expected to help Snapchat further develop its programmatic advertising capabilities.

Snapchat has also been working to differentiate itself from its competitors in the advertising space. In January 2022, the company announced that it had acquired WaveOptics, a company specializing in augmented reality (AR) displays. The move is expected to allow Snapchat to further integrate AR into its advertising offerings, offering brands new and innovative ways to engage with users.

But while Snapchat is certainly making moves to establish itself as a major player in the advertising industry, the road ahead is not without its challenges. The company has faced criticism in the past for its advertising practices, particularly around the use of filters that have been accused of perpetuating harmful beauty standards.

Additionally, the competition in the advertising space is fierce. While Snapchat has been making strides, other platforms such as Facebook and Google continue to dominate the market. And with the rise of new players like TikTok, Snapchat will need to continue innovating and adapting in order to stay ahead of the curve.

Despite these challenges, many analysts remain bullish on Snapchat’s future prospects. The company has a loyal user base, particularly among younger demographics, and its focus on AR and other innovative technologies could help it stand out in a crowded market.

However, only time will tell whether Snapchat’s bid for ad dominance will pay off in the long run. For now, the company seems to be making all the right moves, but the advertising industry is notoriously fickle, and success is never guaranteed.