Snapchat Is Beginning to Use Machine Learning to Improve Ad Targeting

Snapchat is adding ways to optimize campaign performance with the help of machine learning.  Earlier this month, Snap Inc. began rolling out what it calls Goal-Based Bidding (GBB). The option, available to marketers buying ads through Snapchat’s API, uses machine learning to know which users are most likely to swipe a certain type of ad. Here’s how it works: With goal-based bidding, advertisers can inform Snapchat of when their main goal is increasing swipe-ups—perhaps for app installs, web views or movie trailers—instead of focusing solely on impressions. They can then provide a value for how much they think a swipe is worth, allowing Snap to auto-optimize bidding and delivery to a target audience that’s likely to engage with the ad. While GBB campaigns are still charged on a CPM basis,…


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