May 2025 saw Snapchat introduce 7-0 Optimize, an AI system that automatically tests creative combinations and pauses underperformers after 7 days if they do not meet minimum thresholds.
For agencies managing multiple accounts, this was a game-changer. Previously, we manually reviewed creative performance every 3 days, pausing losers and scaling winners. Now, Snapchat AI handled the initial culling.
A healthcare client running 6 creative variations across 4 audiences previously required 2 hours/week of manual optimization. With 7-0 Optimize, this dropped to 45 minutes — a 60% time savings.
The AI was conservative but fair: it paused creatives with CTR below 0.5% or CPC above 2X the account average. Human media buyers then focused on strategic decisions: budget allocation, audience expansion, and creative direction.
Snapchat also expanded its partnership with measurement providers, integrating third-party attribution (AppsFlyer, Adjust) directly into the Ads Manager interface.