The news: Snapchat is making moves to prove its potential as a performance marketing channel that effectively reaches young consumers.

• The company recently introduced organization- and account-level access for agency partners without requiring full organization control, along with cross-organization settings that let brands and agencies work from the same audience data in the Snapchat app.
• Snap plans to debut two agency-brand collaboration tools later this year, one of which will grant full account-sharing capabilities.

Snapchat also added a HubSpot integration that helps advertisers connect lead gen campaigns to lower-funnel actions and better gauge return on ad spend (ROAS). The partnership aims to reach incremental Gen Z and millennial audiences—who represent the majority of Snapchat users.