How Collaborative Ads Change the Way Brands Drive Online Sales

Jose Kantola Mar 05 2019 6 AM | 2 min read

Big news for brands and retailers - Collaborative Ads by Facebook have been released! As consumer buying behavior shifts online at an increasing rate, it is vital for brands to gain direct access and control, in order to drive sales through online retailers in addition to their own online and offline stores. Previously, co-marketing initiatives like this have been tedious to set up as building the ad campaigns has been a very manual process. Keeping product information (such as pricing) up-to-date is a challenge, and there has been limited transparency on what each party is doing. Collaborative ads solve these problems by making campaign creation much smoother, increasing transparency, and ensuring product information is always up-to-date.


Collaborative Ads work through product catalogs where online retailers maintain up-to-date information of all their inventory. Retailers can share specific segments of the catalog with brands, allowing brands to run their own ad campaigns and to leverage the retailer’s automatically updated catalog. This ensures that brands can control the ad messaging, but up-to-date product data (e.g. prices, availability) and landing pages are provided by the retailer.


"Brands can use this catalog segment to run dynamic ads that show the right products to people who have shown interest in them on the retailer’s site, app or elsewhere on the internet. Facebook


Catalogs created in fully support the creation of Catalog Segments so marketplaces can use their catalogs to create and share segments to brands. Brands can, in turn, use these segments and products to run Dynamic Ads campaigns. has watched this new opportunity take shape during the past year while working with leading online retailers such as Lazada and Shopee. Here are our highlights of the benefits.

What's in it for brands:

  1. Drive path-to-purchase through marketplaces or retailers.

  2. Automatically update ads when product availability or price changes.

  3. Full transparency to advertising cost and results which was previously impossible.

  4. Learn how different sales channels work for your brand.


What's in it for retailers:

  1. Key promotional tool that retailers can sell-in as part of the brand-retailer partnership.

  2. Generate more sales via brand partners' advertising efforts.

  3. Engage customers through brand touch-points.

  4. Maintain control of securing up-to-date information and content in ads.

  5. Drive traffic through more diverse channels without adding to your workload.

  6. Shorten promotional lead times since brands can set up their own campaign.

If you'd like to find out how to optimise Collaborative Ads for your campaigns, send us a quick note and we'll get back to you shortly. 

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Jose Kantola

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