Marketers Warm to Meta's Advantage+ Commerce Tool While Promotional Ads See Tepid Adoption

One agency increased media spend on Advantage+ by 40% year over year

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With signal loss increasing and marketers exploring transaction data as an alternative identity currency, platforms have been amping up their commerce-related tools for marketers.

At Meta, advertisers have been slow to adopt its promotional ad units, introduced last May to make it easier for shoppers to find deals and generate lower-funnel metrics for brands.

Its artificial intelligence-powered Advantage+ Shopping Campaigns tool, however, has been gaining more attention, despite broad concerns about AI-powered buying tools.

Direct-to-consumer agency DigiShopGirl Media has increased its media spend on Advantage+ by 40% year over year, with momentum gaining in the second half of 2023.

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