Paid social
Partnership Ads
Meta's format for running ads from a creator's handle alongside the brand, previously known as branded content ads.
What it means in practice
The creator grants advertising permission through Meta's partnership tools for eligible content or account-level access. The resulting ad displays the creator and brand identities according to the selected partnership setup.
Why it matters
Permission scope and identity presentation affect campaign setup, creator approvals, and audience trust.
How it is used
A media buyer selects an approved creator partner in Ads Manager and turns the creator's UGC into a partnership ad.
Also called
Meta partnership ads, branded content ads
Related terms
- Spark AdsA TikTok ad format that promotes existing organic posts from a brand or creator account while retaining original engagement and comments.
- WhitelistingGranting a brand permission to run paid ads directly from a creator's social handle using advertiser access tools.
- Lookalike AudienceA targeting group built by finding users who resemble an advertiser's existing customer or engagement source list.