Observed Signal · Jun 23, 2026 · Technical Release · Source: https://developers.snap.com/api/marketing-api/Ads-API/changelog · Impact: 4/5 · Sentiment: Positive
Snapchat Ads API: AR Lenses & Filters Guide
Snap’s developer documentation describes how advertisers can create, package and serve augmented-reality (AR) Lenses and AR Filters through the Snapchat Marketing Ads API. It explains the difference between AR Lenses (pre-capture camera carousel) and AR Filters (post-capture carousel), how to build assets using Lens Studio or Lens Web Builder and export them to a Business Manager Lens folder, and how to configure Campaigns, Ad Squads (type LENS), Creatives and Ads via the Ads API endpoints. The docs cover placement and billing rules (impression billing on first swipe per session; shares/posting do not generate charges), media/creative attributes (LENS_PACKAGE, top_snap_media_id), lens preview endpoint, various creative attachment types (app install, deep link, web view), and reporting metrics available for Lens campaigns.
Platform-level technical documentation from a major social ad platform (Snapchat) that defines how AR Lens/Filter ad formats are created, configured and billed via the Ads API — important for advertisers, agencies and adtech integrations.
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Key Takeaways & Evidence Grounding
- Snap provides AR Lenses (pre-capture) and AR Filters (post-capture) as ad formats on Snapchat.
- Lens media is created in Lens Studio or Lens Web Builder and exported to an advertiser's Lens folder in Snapchat Business Manager.
- Ads API endpoints exist to create campaigns (POST /v1/adaccounts/{ad_account_id}/campaigns), ad squads (POST /v1/campaigns/{campaign_id}/adsquads), creatives and ads; Ad Squad type 'LENS' cannot be mixed with other ad types.
- Billing: advertisers are billed on IMPRESSION for the first swipe of a Lens in a carousel session; shares or posting a Lens to Story/Direct do not incur charges.
- Reporting fields for Lens campaigns include paid_impressions, earned_impressions, total_impressions, shares, saves, play_time_millis, spend, uniques and total_reach.
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Advertising on Snapchat: Ads & Best Practices
The article surveys Snapchat’s evolving advertising and AI toolkit, highlighting omnichannel ad formats, AR-enhanced experiences, and creator monetization. It notes 943 million monthly active users and Q3 2025 revenue of $1.51 billion, up 10% year over year, with AR Lenses used over 8 billion times per day. Key innovations include My AI, Lens Studio AI Assistant, and a plan to make Perplexity the standard AI for all users in January 2026. Lens Studio has expanded to mobile and web, and Spectacles updates introduce AR advances such as Travel Mode and Eye Connect. The platform also introduces infrastructure like Snap Cloud powered by Supabase, Realistic StyleGen, FaceGen improvements, and AI Clips for personalized Lenses. Advertising options expand with Lens+ Payouts, Camera Kit, sponsored AI Lenses, Promoted Places, and Sponsored Snaps. A DMEXCO session with Snapchat and OTTO partners illustrates funnel-wide targeting and inspiration for marketers.
Creators Monetize Snapchat Lenses with New Options
On Lens Fest 2025, Snapchat announced new monetization options for creators and developers working with Snapchat Lenses. The company unveiled Lens+ Payouts, enabling creators to earn from the use of their Lenses by subscribers; Camera Kit, which allows developers to deploy AR experiences in third‑party apps at no additional cost; and Lens Studio AI Assistant, a coding aid that can generate Lenses, with Lens Studio expanding to mobile and web. Snapchat also previewed future updates tied to Spectacles, including next‑generation specs (2026) that will let developers sell digital products and premium features directly in Lens experiences, plus features like Travel Mode, Eye Connect, and AI enhancements such as Realistic StyleGen and AI Clips for personalized Lenses. These moves broaden AR monetization beyond the Snapchat app and deepen creator tooling and infrastructure.
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