Earlier this month, Snapchat brokered a deal with Live Nation to use content from its festivals and shows as part of its Live Stories features. Now it has added native video ads as a monetisation route and it is called 3V (standing for Vertical, Video, Views). “3V advertising is special because it’s built from the ground up for mobile, just like everything else on Snapchat,” said Snapchat CEO Evan Spiegel at Cannes Lions. “In the earlier days of internet advertising, markets relied on things like targeting to differentiate ad products that weren’t very engaging. But today, with beautiful, full-screen video on mobile, we can build ad products that respect our community and their privacy. That’s something that’s really important.” These 3V ads will show up for users as either sponsored posts or (and you knew this was coming) “curated content”.