MPA (Meta Performance Advertising) leverages retailers' transaction data to create both prospecting and retargeting audiences, making ad targeting more relevant and efficient.

Here’s how it works:

Retargeting Audiences

Retargeting audiences consist of individuals who have previously interacted with a product. These audiences allow you to re-engage visitors who have already shown interest in your offerings, increasing the chances of conversion by keeping your brand top-of-mind.

Prospecting Audiences

Prospecting audiences are built using a combination of Meta’s machine learning algorithms and the Retailer’s website pixel data. This helps identify new potential customers who share characteristics or behaviours with your existing customer base but haven’t yet interacted with your business. It’s a powerful way to expand your reach and attract new prospects.

Custom Audiences

For even more precision, you can add custom audiences shared by your Retailer to your MPA campaigns. These custom audiences help you target specific customer segments based on the data provided.

• Retargeting: When adding custom audiences to retargeting campaigns, ads are delivered to users who match both the retargeting criteria and the custom audience, narrowing the focus for even more relevance.
• Prospecting: In prospecting campaigns, ads will be shown to users who match either the existing targeting criteria or the custom audience, broadening your reach while still maintaining precision.

Note: When selecting custom audiences, they are automatically applied to both retargeting and prospecting ad sets, ensuring consistency across your entire campaign.