Definition
DABA, short for Dynamic Ads Broad Audience, is a creative marketing term that refers to product catalog ads dynamically served to a wide audience using Meta’s algorithm. These ads help attract new customers and can appear across devices as single-image ads, carousel ads, or collection ads.
How Marketers Use DABA
Marketers use DABA ads to expand their audience reach on Meta. Driven by the algorithm, these ads adjust based on user interactions and behavior data to ensure they are personalized and relevant for each consumer. In this way, DABA ads help improve ad performance by reaching more “potential” customers.
DABA is a new iteration from Dynamic Product Ads (DPAs). While DPAs target people who previously interacted with a company’s website or social media page, DABA ads expand this audience to include users who have searched for similar products or services, or those who interact with similar companies.
For example, let’s imagine you’re an eCommerce sporting goods retailer. If a consumer is browsing for running shoes but has never visited your social media page, DABA ads can still target them based on their interest in similar products. This means your ads for athletic socks, water bottles, and other fitness apparel could be shown to this interested consumer who’s ready to make a purchase.
There’s another aspect to DABA ads that make them ideal—frame overlays. These frame overlays can contain images or text, which further the use case.
For instance, you can overlay callouts, sale information, or campaign headlines on top of product catalog images. So instead of making a personal ad for each product, you are able to create one frame that will live and serve dynamically to the right people who will most likely be interested in that product.
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