Advertising Age: Snapchat’s ad formats are growing ever closer to its traditional content. A year after debuting its first ad produce, one that siloed brands within users’ recent-updates feeds, the mobile messaging app is now allowing brands into the actual “snaps” that people send one another. Snapchat has introduced a new ad format, Sponsored Lens, that will let people add an animated, branded filter to selfies they send with the app. 20th Century Fox will be the first brand to advertise using the Sponsored Lens format.