Snapchat using machine learning to introduce greater targeting to its ad stack

Snapchat will allow those advertisers buying ads from third parties to use machine learning to determine which users are most likely to swipe on which type of ad. Goal-based bidding allows advertisers who buy through the mobile messaging app’s fledgling application programming interface (API) to set goals on their campaigns beyond just impressions on ads. While advertisers will continue to be charged on impressions, the update takes into account users who engage further with ads through ‘swipe ups’, which can redirect users to an app install page, webview or long-form video content, and gives advertisers the option to assign value to trade on this on a CPM basis. The aim is to allow advertisers to generate swipes more cost effectively by reducing wasted impressions and increase the amount of time…


Link to Full Article: Snapchat using machine learning to introduce greater targeting to its ad stack

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