In this episode of the IAB UK Podcast, James Chandler is joined by Jake Thomas, UK General Manager at Snap Inc., to explore how Snapchat has evolved from its early beginnings into a platform that plays a growing role across the entire customer journey.

They discuss the biggest misconceptions that still persist about Snapchat, the unique company culture that helps shape decision-making at Snap, and how the platform has adapted alongside its audience over time.

Jake also shares his perspective on the future of the marketing funnel, why Snapchat is often underestimated as a performance channel, and how innovations in augmented reality and AI-powered lenses are creating new opportunities for brands to engage audiences in more creative and meaningful ways.

From changing audience behaviours to major life milestones and purchase decisions, the conversation explores how brands can show up authentically on Snap and what the platform’s future priorities reveal about the next chapter of digital advertising.

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