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Mindshare's Jordan Bitterman: Snapchat needs to work on its ad infrastructure
For Mindshare chief strategy officer Jordan Bitterman there's no question Snapchat is poised to join the ranks of the most important platforms. It has the audience, it even has the ad formats. What it doesn't have, Bitterman said, is the "foundational" ad infrastructure: the easy ability for advertisers to target specific user groups and to then measure how their campaigns have worked in a verifiable (and easily comparable) way.