Snapchat will soon begin incorporating ads into their personal Snapchat Stories as well as launching "Snapchat Discovery," a new feature for disappearing ads and content. Unlike Google and Facebook, Snapchat's ads will not be contextual, which can lead to some challenges. Because the ads will not be tailored towards the user's interests, they may become more of a nuisance than appreciated. Disappearing ads also pose a new challenge for marketers who will have to get innovative in order to make the most out of ten seconds. It will be interesting to see the direction that Snapchat takes after their recent $10 billion valuation. To learn more about the upcoming changes of Snapchat, click here.