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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.