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Snapchat's set to start sneaking ads into your stories

The immensely popular video messaging app is launching "Snapchat Partners" in an effort to expand its appeal to advertisers.

Oscar Gutiérrez/CNET

It might make you feel like vomiting (a rainbow), but seeing more advertisements in between your snaps on the immensely popular messaging app Snapchat was basically an inevitability. Now, Snapchat's making it official with Monday's announcement of "Snapchat Partners," a venture aimed at expanding advertising opportunities in the app.

The focus for now, according to Adweek, is on Snapchat's auto-advance stories, which let you quickly cycle through the snaps your friends have posted as part of their stories. In the coming weeks, you can expect to start seeing "Snap Ads Between Stories," which are precisely what they sound like. Snapchat told Adweek the goal is to avoid bombarding users with dozens of ads by taking a measured, conservative approach, and by making the quality of the ads a top priority.

Snapchat's popularity is no secret, and its business ambitions shouldn't come as a surprise. Internal figures leaked to TechCrunch estimate yearly revenue as high as $1 billion within the next few years.

The company didn't immediately respond to a request for comment on that goal, or on the Snapchat Partners advertising push.

This article also appears in Spanish. Read: Era inevitable: Snapchat empezará a 'colar' anuncios en las historias