Snapchat Starts Targeting Ads With Machine Learning

Snapchat started rolling out advertising tools powered by machine learning earlier this month, the company confirmed on Wednesday. The Los Angeles-based social media giant is hoping to utilize these new methods to increase the overall performance of its ads, particularly the average duration of user interaction. The new features were introduced with an option for goal-based bidding, a mechanism which provides Snapchat’s advertisers with tools to target their audience more accurately. Up until now, advertisers were only able to bid on impressions and general demographics, but now, they can also place bids on more specific performance goals like user engagement. This enables them to serve Snapchat ads specifically designed for swiping to a smaller portion of the app’s user base that’s more likely to swipe all types of content, ads included. The…

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