Ahead of its forthcoming initial public offering, Snap Inc. has unlocked its automated advertising bidding program to all marketers.

The automated advertising program was launched in beta in October and initially restricted to 100 select brands, reports Recode. Now, to buy advertising through the bidding program a brand must work with one of Venice-based Snap’s 15 ad tech partners who have permission to sell the company’s ad inventory.

Facebook, Instagram, and Twitter rely heavily on automated advertising platforms to sell digital ads. Snap’s automated bidding was seen by many brands as less developed than its social media rivals. The addition of a bidding platform is expected to make scaling advertising sales easier for the firm.

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