Snap's David Norris: self-serve shift will help brands see AR lenses as 'media opportunity'

By the end of this month, advertisers will be able to purchase most of Snapchat’s ad formats programmatically with the platform rolling out a tool for all advertisers dubbed ‘reach and frequency’ that lets brands purchase its popular AR lenses in a more automated, targeted way.
The move marks the latest play from Snap to show clients that Lenses have evolved from an expensive brand awareness tool to a targeted – if playful – performance buy. It also hopes that incre