More details surfaced this week about a new service being developed by Google that is yet another imitation of a Snapchat originated service. Google Stamp is a Snapchat Discover lookalike that will allow users to swipe through a slideshow-style format made up of text, photos, and video from top tier content providers including Conde Nast, Hearst, Time Inc., Mashable, Mic.com, CNN, The Washington Post, and Vox Media.
Details and Implications:
Google Stamp is reportedly built around its faster-loading AMP mobile webpages and this week it was reported that Google is paying some media owners working on it as they are incurring costs as they build content and systems to accommodate the new formats.
Whilst the amount of money being paid is unclear, one report said it: ‘covered the costs of ‘multiple expensive people’ working for several months on the project.’ Google has in the past used its huge cash reserves to encourage content owners to publish to its platforms, most notably through funding YouTube creators.
At present there are no plans for advertising in the Stamp service from Google, instead publishers are being allowed to monetize their own inventory, although that may well change over time. However, one direct benefit is that it is believed that the service will be placed at the top of the search listings, giving those media brands greater exposure.
Stamp is yet another example of Snapchat being used as a trailblazer for the rest of the industry, creating a market that others then look to copy and monetize.
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