Snapchat’s chief operating officer, Emily White, was hanging in Cannes this week, leading some to speculate the service could be looking at ways to start monetizing before Facebook tries to snuff it out with its rival service, Slingshot.

Snapchat’s owner, Evan Spiegel, 23, rejected a $3 billion offer from Google last November.

White, who was previously in charge of figuring out how to bring ads to Facebook’s Instagram, joined a month later.

Snapchat is an app famed for allowing people to send messages and photos that allegedly disappear. That could be a curious sell to Madison Avenue, which likes to leave a lasting impression.