Snapchat is launching two new tools that will allow advertisers to target app-install ads to users based on machine-learning, and to retarget users who have previously engaged with their ads.
Going forward, advertisers on Snapchat be able to target users who are most likely to install their apps using a machine-learning algorithm developed in-house by Snapchat, reported Business Insider.
“We’ve been listening closely to direct response advertisers and are excited to announce the ability to ‘bid for installs’ in our auction,” Snap director of monetisation product Peter Sellis told Business Insider in a statement.
Snapchat has also improved its ad targeting tools. Brands will now be able to re-target users who have previously engaged with their ads on the platform.
The messaging platform has recently surpassed 100 million daily users and, at the end of March, launched a search tool for its stories platform.