A recently leaked pitch deck revealed that Snapchat only began monetization efforts last year – but now the company is spearheading those efforts with gusto. The company has announced the launch of Snapchat Partners, a new advertising API (application programming interface). The API will connect with over 20 tech-heavy companies, and it promises to massively expand Snapchat’s advertising presence. Snapchat ads will now be sold by third parties – the first time that’s ever been possible. The third parties will be divided into two groups: Ad Partners and Creative Partners. The former will develop software for Snapchat advertisers, allowing for the buying, optimizing, and analyzing of campaigns. Ad Partners include 4C, Amobee, Adaptly, and others. The Creative Partners, on the other hand, have expertise in social content, including Snapchat’s vertical “3V’ video ad format. (In the coming weeks, Snapchat plans to rebrand the format with a new name: Snap Ads.) Creative Partners include Big Spaceship, Stun Creative, Unit9, and others. As part of its new plans, Snapchat will, for the first time, begin running ads in-between between user-generated messages (or “Stories”) from friends. (Initial launch partners include will include Verizon, Hollister, P&G, and Warner Brothers.) Simply put, it’s a massive expansion of Snapchat’s advertising ambitions. That aforementioned leaked deck noted that Snapchat aims to take in $1 billion in revenue in 2017. Now it’s a lot easier to see how they get there.