What you need to know in advertising today

Paperclip still

After years of essentially ignoring influencers, Snapchat finally seems to be cozying up to them.

The company announced a series of updates for users on Wednesday, including one called Paperclip that allows them to link to external websites on their videos. When people see videos on Snapchat featuring these links, they just have to swipe up to visit the external sites.

To read more about how the new feature is likely to appease both influencers and brands, click here.

In other news:

Mobile ad specialist AdColony cut nearly 100 jobs as part of a shift in strategy. The company, which has placed software in thousands of mobile apps, cut back on its work force as it is moves to focus on more automated, or “programmatic” ad sales options.

Some Microsoft employees are bracing for layoffs to be announced Thursday. Conference rooms have been booked in preparation, according to several postings on the anonymous chat app Blind that were shared with Business Insider.

Twitter let a celebrity with millions of followers post revenge porn for 30 minutes before it was taken down. Rob Kardashian’s verified Twitter account posted nude, body-shaming photos he said were of his ex-girlfriend Blac Chyna.

WPP is planning to fold digital agency Possible into another of its digital agencies, Wunderman, the Wall Street Journal reported. The move comes on the heels of WPP’s announcement to merge ad-buying agencies MEC and Maxus last month.