Meta has announced a slate of new retail media and creator-focused tools at Shoptalk, aimed at scooping up more ad dollars funneling through retail media networks and the creator economy.
ADWEEK first reported that the social media giant was testing a new tool called “product set optimization” earlier this month. With today’s announcement, Meta has confirmed that the tool, which lets retailers improve ad performance around a specific set of SKUs, is currently in testing.
Media and measurement firm Ovative Group has been testing the tool, describing it as a “win-win” across retail media clients.
Meta’s product set optimization unlocks “stronger vendor performance on priority products without sacrificing retailer outcomes, often outperforming benchmarks, with up to 40% improvement in ROAS versus business-as-usual,” Andy Pierce, vp of paid media for Ovative Group, told ADWEEK.
New creator tools
Meta is expanding affiliate partnerships on Facebook, the company announced, adding Amazon and eBay in the United States, Mercado Libre in Latin America, and Shopee in Asia. It will also start testing similar affiliate offerings on Instagram this spring, starting with Amazon in the U.S. and Shopee in Asia.
Creators will soon be able to link products directly in Instagram Reels, using either a brand’s catalog or URL. It’ll be available in 22 countries starting this spring, Meta said.
AI-assisted transactions
Another piece of Meta’s announcement today includes bringing the transaction layer into its apps. The new offering lets Meta users click a “buy now” button after clicking on an ad, completing the transaction within the app.
“This new checkout experience is an opportunity for us to be more present in the moments that matter most,” Melanie Babcock, CMO, 1-800-Flowers.com, said in a statement. “It meets consumers in the moment, anticipates their needs, and delivers a complete end-to-end buying journey.”
