Snap’s massive IPO overlooks lack of performance-based advertisers

GUEST: Snap’s much-anticipated IPO has generated a great deal of enthusiasm in the tech and financial communities, as well as here in Los Angeles, the company’s home town. And, for good reason. It is one of the largest tech IPOs in recent memory, and the company is one of the only viable challengers to Facebook’s social media dominance. Indeed, it is the largest U.S. tech IPO since Facebook’s. But with that status come challenges. Now that Snap is a public company, not on