Snapchat Is Beginning to Use Machine Learning to Improve Ad Targeting | Social Media News |
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.