Why we care. This new feature gives advertisers another product they can use to reach potential customers. Being able to tie conversions from these ads to a given creator also helps advertisers understand their ROI.

Since creators will get a slice of the revenue generated by their mid-roll Snap Stories, the format might encourage more adoption among influencers, which could, in turn, also increase user engagement and adoption.

What is a Snap Star? This is a term used to describe Snapchat’s verified users. Eligibility is determined by factors such as account engagement, Stories for a public audience, authenticity, content quality and adherence to Snapchat’s community guidelines and terms of service.

What are Snap Stories? Snap Stories are a collection of Snaps that play in the order they were taken. Snap Stories are only available for 24 hours.

The new mid-roll ads would play in between Snap Stories for verified creators.