here with us now are the bloomberg news reporter who covers snapchat and in new york, kathy boyle, thet analyst who wrote the report. how do you expect snapchat to rake in almost a billion dollars of ad revenue next year? >> they have several products. they have snapped ads in multiple forms. they have sponsored geo-filters and sponsored lenses. there are multiple versions of those as well. there are quite a few products in quite a few places. there are multiple channels for snapchat to draw in ad dollars. snapchat getw does over the fact that the content disappears and there is not a way to make it go viral? >> i think it's the appeal to the millennial audience and knowing you will get 100% of their attention when the ad is served. it may not go viral, but it is impactful. emily: snapchat may be the next something. but people continued to talk about the drawback that the content is ephemeral. >> and they are not getting a lot of data on it. there is not a lot of specific demographic targeting. but to her point, what is also interesting about snapchat ads is that sometimes they are int