According to Digiday, Snap (SNAP) is offering up to 10% discounts for ad buyers. The news is sending the stock down about 1.7% though the signal is probably mixed. Snapchat launched a self-serve ad platform about a month ago and some of these discounts and bonuses are likely to entice ad agencies to try out the service that might otherwise hesitate. The article points out that both Facebook (FB) and Twitter (TWTR) have offered discounts in the past. The headline though can easily be made out that Snap is desperate to boost ad sales in order to meet Q2 numbers after struggling to reach estimates during Q1. Investors will want to key in on margins with these discounts when the company reports quarterly numbers. Either way, the news doesn't support paying $25 billion for the stock. Disclosure; No postion