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Glossary / Meta Ads

Partnership ads.

Short answer

Partnership ads are Meta ads that run with both a creator's or partner's account and the brand's account as identities, so the ad appears from the creator's handle. They were earlier known as branded content ads, and many marketers still call the practice whitelisting.

Also called: branded content ads, whitelisting, allowlisting, creator ads

An example

Kestrel & Vane licenses a creator's review video and runs it two ways with $500 each: as a normal ad from the brand page, and as a partnership ad showing the creator's handle with the brand as partner. In this test the partnership version earns the higher CTR, so the next creator contracts include partnership ad permission by default.

Why it matters

People respond differently to a person than to a logo. Partnership ads let a brand put paid reach behind creator content while keeping the creator's voice and handle. The creator has to grant permission through Meta's partnership tools, which also keeps the paid relationship visible to viewers.

How to improve it

Agree partnership ad permission and duration in the creator contract, not after the content performs. Test the same creative as a brand ad and a partnership ad to learn what the handle is worth for your account, and refresh creators as you would any creative, since one face can tire an audience.

Partnership ads in Fovea

Fovea records the creator on every Library asset and syncs each partnership ad's results like any other Meta ad. Link the ad to its creative in the asset panel to see how each creator's work performs.

See the Library →

Questions, answered.

What is whitelisting in ads?+

Whitelisting is the informal name for running ads through a creator's account with their permission. On Meta, that is done with partnership ads.

Do partnership ads need the creator's approval?+

Yes. The creator has to grant permission through Meta's partnership tools before a brand can run ads with their identity.

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