Snapchat is Beginning to Use Machine Learning to Improve Ad Targeting
By Lauren Stacy • January 3, 2017
Snap Inc. has rolled out Goal-Based Bidding (GBB) for advertisers focused on increasing swipe-ups rather than just impressions. The option uses machine learning to predict which users are most likely to swipe a certain type of ad, and then auto-optimizes bidding and delivery based on how much brands value each swipe. Thus far, 20 percent of advertisers on the platform have already utilized GBB, and those using it have seen as much as 40 percent improved efficiency in their cost-per-swipe.