Snapchat is considering the introduction of video ads, which can only be skipped after being viewed for three seconds.
The ads would appear in a similar format to current YouTube advertisements. Once three seconds have elapsed, users would have the option to skip or watch the remainder of the ad.
While there's no information about which type of content would attract the new ad format, it would make a stark shift for platform, and presumably its army of millennial users.
Glass Half Full?
However, Snapchat's options could be narrowing. Since Instagram launched its own Stories clone last year, Snapchat's user growth and revenue have slowed.
In an effort to shake off the cobwebs, Snapchat recently launched a redesign. That didn't go down well with many users.
Unless another option comes along, three-second ads might be the price of Snapping in 2018.