Nope. Now the point of snapchat is to binge watch videos of other people. Snapchat sells ads the same way the media company does. So their KPI is time spent,

Nope. Now the point of snapchat is to binge watch videos of other people. Snapchat sells ads the same way the media company does. So their KPI is time spent, like how a broadcast company determines ad rates. Their strategy is to detach the accountability of clicks or performance. You spend six figures with Snap to impress your brands to the same demo (Gen Z) that used to tune in to MTV (Gen X) and Youtube (Gen Y). As such, here Instagram is following suit. Vertical scrolling is just manual scrubbing.