Meta is testing tools designed to improve retail media campaigns that run on Facebook and Instagram, three people familiar with the matter told ADWEEK.
Meta did not respond to multiple requests for comment.
The first product optimizes ad campaigns around products
The first tool, called “product set optimization,” would let retail media networks improve ad performance around a set of individual product SKUs on Meta.
When retail media networks place ads for specific products on Meta properties, Meta has been limited on its ability to optimize those ads, because its algorithms were built for single-brand retailers. That’s fine for a company like Allbirds, which sells its own products.
