Multi-Retailer Ads: A Breakthrough for CPGs Advertising on Meta

Goodbye Interstitials, Hello Performance: Inside Meta’s New Seamless Multi-Retailer Ads

Meta is rolling out a new ad format that delivers a major upgrade for brand marketers: Multi-Retailer Ads for Facebook and Instagram. This enhanced site link format now solves one of the biggest friction points in CPG advertising by enabling shoppers to choose their preferred retailer in a single click, without relying on Where-to-Buy interstitials that add unnecessary steps to the purchase journey and negatively impact performance.

Now that we’re increasingly seeing advertising platforms like Meta address retailer choice more nimbly within their native ad format offerings, brands that work with Ampd are well positioned to take advantage of this new functionality.

This article will unpack what’s new, why it matters, and how agencies and practitioners who manage commerce media should adjust their tactics.

Fair, Equitable, and Effective

As you can see from the demo, this functionality is a major step forward for CPG brands looking to comply with fair and equitable laws while also providing their shoppers a one-click path to purchase to their preferred retailer.

How to Leverage Multi-Retailer Ads

Advertisers can include 3–20 retailer links inside a single static or video ad. Here are few things to keep in mind about this type of site link:

• Retailer logos auto-populate
  • When you add retailer URLs inside the “Site links” setup, Meta automatically generates retailer logos to appear as clickable thumbnails. No creative lift required.
• Randomizing retailer listing order is optional
  • Brands can either manually control the position of each retailer link, or allow Meta to randomize the order, functionality appreciated by CPG companies concerned with ensuring “fair and equitable access” in order to comply with the Robinson-Patman Act.
• Reporting reflects Retailer-specific metrics out of the box
  • As you can see from this screenshot of the Meta reporting dashboard, it’s straightforward to analyze metrics broken down by each retail destination
    
    

Ampd Unlocks Optimization based on Retailer Sales

As utilizing Multi-Retailer ads has become standard best practice for brands advertising on Meta, Ampd has built capabilities on top of Multi-Retailer Ad units that unlock attribution at retailers.

This enables marketers to leverage Meta best practices and use Ampd to:

• Build audiences and retarget based on retail intelligence
• Benefit from deep linking to all retailers
• Infuse deterministic and probabilistic commerce signals back into Meta
• Automatically optimize budget allocation toward the highest converting ads

We’ve long invested in solutions that reduce friction between media and retail – and Multi-Retailer Ads are a perfect complement to how Ampd helps brands scale.

Meta Streamlines the “Where-to-Buy” experience

Multi-Retailer Ads align with Meta’s broader push toward automation and personalization.

What’s more, in delivering a more direct path to retailer choice, Meta is recognizing that every additional step in the customer journey increases the opportunity for the kind of drop-off that reduces sales performance.

Frictionless Shopping = Higher Conversions

• With instant retailer choice and no interstitial pages, shoppers spend less time deciding and more time buying.
• Agencies no longer need to create multiple campaigns or ad sets for each retailer destination.
• Shoppers can readily choose the retailer they trust most.

Takeaways:

If your brand sells through multiple retailers, Meta’s Multi-Retailer Ad format can simplify your path to purchase, reduce friction, and unlock more efficiency across your Meta investments.

Ampd specializes in offsite media optimization – and we’re happy to help you integrate Multi-Retailer Ads into your Meta Ads approach.

→ Schedule a strategy session to learn more about how you can leverage Multi-Retailer Ads and maximize your retail performance with Ampd.