Snapchat is using machine learning to work out who is most likely to swipe up on an ad

Snap CEO Evan Spiegel speaks onstage during ‘Disrupting Information and Communication’ at the Vanity Fair New Establishment Summit at Yerba Buena Center for the Arts on October 8, 2014 in San Francisco, California. Getty/Michael Kovac Snapchat has begun using a new machine learning technique to determine which of its users are most likely to swipe up and engage with an ad on the app, AdAge reported. This month, Snapchat began rolling out what it is calling “goal-based bidding,” the company confirmed The targeting technique allows advertisers to tell Snapchat whether they value ad engagement — such as swiping through to install an app, visit a website, or watch a movie trailer — versus simply reaching the maximum number of users. While advertisers using goal-based bidding will continue to be charged…


Link to Full Article: Snapchat is using machine learning to work out who is most likely to swipe up on an ad