I don't know what snapchat are doing these days, my friend circle stopped using it a while back. I mean it's probably relevant if it's all still images/videos that delete themselves.
How do they go about their adverts for the uninitiated?
They have a section called 'Discover' where they've invited BuzzFeed, Cosmo, Sky News to produce native content for them that links to their web properties.
They're consumed as part of the regular Snapchat experience and an extension of the Snapchat 'Stories' idea.
They're solving it by bringing native content from partners on board - would have thought Twitter would do the same with Vine.