Snapchat is bringing augmented reality marketing to advertisers. The media company announced Monday that its AR lenses are now available through self-serve buying.

The new initiative continues the company’s move toward a programmatic, ROI-focused model for its ad products, including Snap Ads, Story Ads and Filters.

By adding the AR Lenses, launched earlier this spring, to Snap’s self-serve ad managing product, it will allow for advanced buying on the platform and greater control over ad frequency, according to Snapchat.

Sponsored Snappables, an AR ad offering for “two-player selfie experiences,” was also launched this week with partners Bud Light, Dunkin Donuts and King.