Snapchat taps AI to boost ad targeting

Dive Brief: Snapchat recently added a “goal-based bidding” (GBB) ad tool for marketers, according to a report in Ad Age. The company said 20% of advertisers on its platform are already using GBB, and that it has boosted campaign efficiency.  GBB allows advertisers to choose performance metrics beyond just raw views when bidding for ad units on the app. One example would be engagement, with the tool monitoring swiping on an ad as a success metric. The new bidding also uses machine learning to target engagement-based ads at Snapchat users who are more likely to swipe. This could up the time users spend in Snapchat ads.  Dive Insight: Low ad engagement on Snapchat has long dogged marketers, with some formats averaging less than 3 seconds for viewability. The new GBB system could…


Link to Full Article: Snapchat taps AI to boost ad targeting