Media channels present a potentially significant monetization strategy for platforms such as Snapchat, but no one has quite figured out how to successfully translate media content for mobile and social users. Snapchat is working hard to crack the code while Pinterest, Facebook, Google and Meerkat turn their focus on building out a competitive advantage in other ways. 

?This week?s news at a 60,000 foot level confirms to me that the platform war continues to escalate,? said Mark Beccue, principal analyst at Mark Beccue Consulting Inc., Tampa, FL. ?In platforms, we are experiencing a modern day space program race to the top. 

?Consumers only use a limited number of apps, so the only way most marketers, brands and business can be effective in mobile will be through platforms,? he said. 

?The most significant platform news item this week was Snapchat?s Discover enhancement.?

Mr. Beccue points to a report on The Information that Snapchat?s media channel Discover has seen traffic decline 30 percent since its launch and that it never reached more than 1 million users. 

?Does this mean media channels, like Discover, are not of interest to consumers, or is it a matter of media channels are not a good fit for Snapchat?s users?,? Mr. Beccue said. ?I think media channels will be good monetization strategies for most platforms. 

?It?s still early days, so let?s give Snapchat, and other platforms, more time to get it right.?

Here are the biggest platform developments from the past week for mobile marketers: 

Pinterest launched a developers? platform in beta, enabling developers to build apps and integrations around its pins and data. For example, an app could be configured to order ingredients from a recipe pin. The move could help Pinterest attract more users.

The partnership will focus on providing tailored marketing capabilities to brands. IBM?s marketing cloud clients will be able to pair Facebook?s Custom Audiences with IBM?s analytics and design features to create experiences across apps and devices. Facebook will also be the first company to join the new IBM Commerce ThinkLab, which will work with brands to drive personalized experiences. 

In a reflection of the importance of sharing to news stories to millennials, Snapchat?s news channel, Discover, now lets users easily share stories with comments and emoji. Discover, which was launched in January with big media brands such as CNN and ESPN, previously did not allow stories to be shared. The news Snaps will include a link back to the original story in the app, helping Snapchat attract new users. Snapchat has also reportedly lowered the price on ads appearing in Discover and will be introducing 10-second video ads. 

Display advertising offerings from Google now include more interactive units based on swiping rather than clicks and leverage high-res images. New ad categories include Automobile Ads, leading users to a swipable carousel of photos. Hotels ads will show current prices from various sources, as well as reviews, descriptions and booking capabilities. Google Compare will soon support mortgages to help weigh rates and terms from multiple providers, as well as apply directly with one of Google?s approved lenders.

Live video streaming app Meerkat, which blasted on the scene earlier this year but quickly faded from view once Twitter?s Periscope debuted, is now allowing outside developers to 

build tools for a much wider variety of use cases. This could help Meerkat differentiate itself from Periscope and attract users. 

Mr. Beccue urges marketers to be patient with Snapchat?s Discover offering. Marketers should also wait and see if Meerkat is able to gain enough monthly active users before jumping in in a big way. 

However, when it comes to Pinterest, Facebook and Google, savvy marketers will act upon the new developments sooner rather than later. 

?For Pinterest?s APIs, marketers should look at and act now,? Mr. Beccue said. ?For Facebook/IBM, marketers should look at it now. For Google AdWords, act now.?