Dynamic product ads (DPA)

Dynamic product ads (DPA) are ads that automatically show products or services from a connected catalog, tailored to what a user previously viewed, added to their cart or searched for. Instead of building each ad manually, you connect a product feed and let the platform show the right items to the right person.

How does it work?

DPA combines three ingredients: a product catalog, a tracking pixel and an audience. The pixel records which products someone viewed, and the system matches that behavior against the feed to automatically show the most relevant items. It is at its core an automated form of retargeting: you let a visitor see again exactly what they showed interest in, without having to set up a separate campaign per product.

Why it matters

The power lies in scale and relevance. If you have hundreds of products or service packages, advertising manually per item is unfeasible; DPA does it automatically and keeps the ads current as your feed changes. Because you show someone a concrete, previously viewed offer, the conversion rate is usually higher than with generic ads, which benefits your ROAS.

Not just for webshops

DPA is often associated with e-commerce, but the principle also works in a B2B context with service catalogs or content offerings. The points of attention stay the same: make sure your feed is clean and complete, because the system can only show what is in it. And steer on what counts, qualified requests and revenue, not on clicks to a product page that lead nowhere.