Snapchat refines targeted ads

Snapchat is adding ways to optimise campaign performance with the help of machine learning. At the end of 2016 Snapchat rolled out Goal-Based Bidding (GBB) which allows marketers to buy ads through Snapchat’s API, utilising machine learning to ‘know’ which users are most likely to swipe a certain type of ad. As Snapchat is set to challenge the market-share of Facebook and key social platforms into 2017, this form of targeting could prove to be instrumental for brands using the channel.

Article source: Ad Week