Snapchat Is Beginning to Use Machine Learning to Improve Ad Targeting

Snapchat debuted its camera-equipped Spectacles this fall. 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.