Multi-advertiser ads
- Updated October 31, 2026
Multi-advertiser ads are a Meta format that shows several businesses' ads together in one ad unit, to people Meta expects to keep shopping, in select Facebook and Instagram placements. Meta opts new ads in by default, so unless you or the tool that creates your ads opts out, your ad can be shown in one of these units beside other businesses' ads.
How does Meta describe multi-advertiser ads?
Meta's developer page puts it in two sentences: "Multi-advertiser ads show ads from multiple advertisers to people who are likely to continue shopping. Multi-advertiser ads are available for select placements on Facebook and Instagram." Meta's May 2024 announcement explains where your ad ends up:
Multi-advertiser ads can help people discover products and services from multiple businesses. For select placements on Facebook and Instagram, ads can appear alongside other ads in the same ad unit to help people discover products and services from businesses that are personalized to them.
The same post defines the unit: "An ad unit is a container that displays
multiple ads, usually on the same page." It is a setting on each ad rather
than a placement you pick: through the Marketing API it is the
contextual_multi_ads field on the ad creative.
Are multi-advertiser ads on or off by default?
On. When Meta opened the setting to the Marketing API in May 2024, ads created that way were "off by default", and the announcement scheduled the switch to "default-on" for August 19, 2024. Meta's developer page now reads:
Ads created on or after August 19, 2024 that do not specify the
enroll_statusfield will be opted into multi-advertiser ads by default.
Boosted posts are in too. Meta's About ad placements across Meta technologies page: "Ads created by boosting a post from your Facebook Page or Instagram profile will also be opted in to multi-advertiser ads by default, but you can opt out in Ads Manager."
How do you opt out of multi-advertiser ads?
It depends on how the ad is made:
| How the ad is made | Default | To opt out |
|---|---|---|
| Boosted post | Opted in | "you can opt out in Ads Manager" |
| Marketing API, including tools built on it | Opted in when enroll_status is missing | Send enroll_status as OPT_OUT inside contextual_multi_ads |
The developer page leaves the opt-out to whoever builds the request: "Partners will need to implement the multi-advertiser request in order to opt out of multi-advertiser ads." It also says the setting covers "all campaign objectives and all ad formats across all available placements".
Should you keep multi-advertiser ads on?
It is a trade. Staying in gives your ad more places to appear, in front of people Meta expects to keep shopping. Opting out keeps it out of a container it would share with ads from other businesses, picked for the viewer rather than by you. If sitting next to other brands is a problem for your brand or your client, opt out; if the extra reach matters more, stay in.
What it means for your ads
- Check boosted posts and ads made by tools, not only the ads you build in Ads Manager. Both are opted in unless someone opts out.
- Ask any tool that creates your ads what it sends for
enroll_status. Leaving the field out means the ad is enrolled. - Make each ad recognizable on its own. In a unit with other businesses' ads, people should see whose product it is before they read a word.
Sources
- Multi-advertiser Ads — Meta for Developers (accessed October 31, 2026)
- Introducing Graph API v20.0 and Marketing API v20.0 — Meta for Developers, May 21, 2024 (accessed October 31, 2026)
- About ad placements across Meta technologies — Meta Business Help Center (accessed October 31, 2026)
Meta revises these pages without notice, so check the source before acting on any of it.
Terrads makes ads from your brand kit, so in a unit of several businesses' ads, yours still looks like your brand.