Snapchat Performance Summit 2026 Puts Measurement, Creators and Customer Growth on the Agenda

Snapchat is bringing its Performance Summit to two U.S. cities this September, with events scheduled for New York on September 9 and Santa Monica on September 15.

Both events will run from 12:00 to 5:30 PM and bring together Snap executives, brand marketers, measurement specialists, agency leaders and creators. The agenda centers on finding new customers, improving measurement and optimization, and examining how creators can contribute to acquisition and conversion.

Snap is also promising attendees an inside look at its latest performance capabilities. In its social announcement for the events, the company said the program will include a look at its product pipeline, with optimization and measurement updates among the areas set to be discussed.

The two summits arrive as Snap has been building out the performance side of its advertising business, including investments in attribution, AI-powered advertising and campaign optimization. The September events offer a clearer look at how the company wants advertisers to connect those capabilities with customer growth.

Snapchat Builds the Summit Around Finding and Measuring New Customers

Snap's pitch for the Performance Summit starts with a familiar challenge for performance marketers: technology has changed quickly, but advertising budgets can remain concentrated in established channels.

The company argues that changes in how consumers discover products, make decisions and purchase are creating additional opportunities for advertisers. At the summit, it plans to focus on finding new customers and reaching audiences that advertisers may not already be capturing through their existing media mix.

Measurement is a major part of that conversation.

One of the sessions announced by Snapchat will feature Shobha Diwakar, Snap's VP and GM of Ads Product & Engineering, and Abigail Laursen, VP of Product Marketing.

Snap says the session will provide a look at its product roadmap, including its latest optimization and measurement updates. The company is positioning those developments around giving advertisers greater control and a clearer connection between campaign goals and business growth.

Exactly what will be unveiled remains unclear. For now, the agenda establishes optimization and measurement as two of the areas where Snap wants to demonstrate progress to performance advertisers.

Creators Move Into the Performance Conversation

Snapchat creators also have a prominent place on an agenda otherwise heavily focused on advertising performance and measurement.

One of the sessions will bring together Publicis Head of Creator Innovation Yak Gertmenian, Tubi Director of Social Celeste Roque and Snap Star Tahani Ariel Anderson. Lerna Terpanjian will lead the session.

The framing is notable because the session is not centered primarily on creator reach or awareness. Instead, Snapchat says the group will explore how creator trust and audience connection can translate into customer acquisition and conversion.

For marketers, that puts creator activity alongside some of the same outcomes being discussed elsewhere at the summit, including finding customers, optimizing campaigns and measuring results.

It also fits a broader shift in how creator programs are evaluated. As creator marketing takes a larger role in brands' media plans, advertisers are increasingly looking for ways to connect creator activity with outcomes further down the funnel. Snapchat's decision to include that discussion within a performance-specific event shows how the company wants creators to fit into that equation.

There are still questions about how those connections will be measured in practice. The summit's creator session should provide more detail on how brands, agencies and Snapchat itself are approaching that challenge.

Advertisers and Measurement Companies Join Snap's Own Executives

The speaker lists mix Snap's product and commercial leadership with marketers, agencies and measurement companies, with significant overlap between the two cities.

Maria Medina, VP of eCommerce & Digital Marketing at PacSun; Ashley Schapiro, VP of Marketing, Media, Performance & Engagement at American Eagle; Kitsch CMO Yingying Kuang; Publicis' Yak Gertmenian; Tubi's Celeste Roque; and creator Tahani Ariel Anderson are listed for both events.

Snap will be represented by Sid Malhotra, VP and GM of SMB & Mid-Market; Shobha Diwakar; Abigail Laursen; and Mandy Gardiner, Senior Director of Shopping & Experiences.

The New York event adds several speakers to that core group, including VaynerMedia CEO Gary Vaynerchuk, Measured CEO and co-founder Trevor Testwuide, Skechers Senior Director of Digital Alex Funk, Northbeam VP of Marketing Matthew Kobach and Grüns Senior Manager of Growth Emily Wilson.

Vaynerchuk's session, "The World Moved. Stop Marketing to its Old Address," will focus on changing consumer attention and what Snapchat describes as inherited media habits. According to the agenda, the discussion will examine where attention, customers and growth are moving and what performance marketers may need to approach differently.

The Santa Monica lineup includes WorkMagic Chief Partnerships Officer Alex Rourcourt, Hiya Head of Growth Ellianna DeGuzman and Triple Whale VP of Partnerships Mitch McKay.

The mix gives Snapchat room to approach performance from several directions. Brand marketers can speak to customer acquisition and campaign execution, measurement companies can address attribution, and Snap's own executives can provide the product side of the discussion.

The Performance Summit Extends Snap's Recent Advertising Push

The summit comes amid a broader effort by Snap to strengthen the technology and measurement behind its advertising business.

In May 2026, the company announced Unified Attribution, designed to give advertisers a more consolidated view of campaign performance across different touchpoints. Snap has also continued introducing AI-powered advertising capabilities and investing in areas including ad ranking, signal quality, campaign optimization and measurement.

Those efforts sit alongside growth in Snap's advertising business. In its second-quarter 2026 results, the company reported revenue of $1.599 billion, up 19% year over year, while Snapchat reached 971 million monthly active users. Snap said improving advertising performance and delivering measurable value for advertisers remained among its priorities.

Earlier results also pointed to momentum in some of the products associated with performance advertising. For the fourth quarter of 2025, Snap reported that revenue from In-App Optimizations increased 89% year over year, while Dynamic Product Ads revenue increased 19%. The company also reported a 28% increase in total active advertisers.

Those figures do not establish what advertisers should expect from the products being discussed in September. They do, however, provide context for why optimization and measurement have been given such prominent positions on the Performance Summit agenda.

Snap is effectively using the two events to bring several parts of its advertiser strategy into the same room: product development, measurement, customer acquisition, creators and changing consumer attention.

What to Watch When Snapchat's Performance Summit Begins in September

The New York event on September 9 will provide the first indication of how much new product detail sits behind Snapchat's current messaging.

Optimization and measurement will be particularly important. Snap has promised a look at its product roadmap, but the event materials leave the specifics for the summit itself. Any new capabilities announced there will provide a clearer picture of how the company intends to compete for performance budgets.

The creator discussion is another area to watch. Snapchat is explicitly connecting creators with acquisition and conversion, giving marketers an opportunity to see how the platform, agencies and advertisers are thinking about creator activity beyond awareness metrics.

Six days later, the Performance Summit moves to Santa Monica with a slightly different speaker lineup but the same underlying priorities.

Together, the two events give Snapchat a September stage for its performance advertising strategy. The agenda already makes the company's areas of focus clear. What comes next is seeing what Snap's latest measurement, optimization and creator-focused thinking looks like when it moves from the agenda to the product and campaign level.

About the Author

Kalin Anastasov

Writer

Kalin Anastasov plays a pivotal role as an content manager and editor at Influencer Marketing Hub. He expertly applies his SEO and content writing experience to enhance each piece, ensuring it aligns with our guidelines and delivers unmatched quality to our readers.