Why 2026 could be Snap’s biggest year yet – according to one exec

Snap's announcement of campaign automation plans for 2026, as discussed by senior director of product marketing Abby Laursen, marks a significant shift in the company's approach to advertising. According to Laursen, these plans could make 2026 Snap's biggest year yet, indicating a potential surge in advertising revenue and user engagement. This development means that website owners can expect increased competition for user attention on the Snap platform, as automated campaigns become more prevalent. With more businesses leveraging Snap's automation capabilities, website owners will need to be strategic about their own advertising efforts to stand out and reach their target audiences. Furthermore, website owners who rely on Snap for user acquisition or advertising may see changes in ad pricing, ad formats, or targeting options, which could impact their marketing budgets and ROI. To prepare for these changes, website owners should track Snap's campaign automation features closely and consider the following tips: monitor their ad spend and adjust their budgets accordingly, utilize Snap's analytics tools to optimize their ad targeting and creative assets, and review their llms.txt files to ensure they are properly managing AI bot traffic from Snap's automated campaigns.