[Buying Item] Customise Ad Placements with Full Control

Available with Version	2.176 and up

Available with Version	2.176 and up
Role	Order Manager - Fulfilment; System Administrator
External Systems	Facebook

1.1. Overview

We’ve expanded the Facebook integration to give you full control over where your ads appear on Facebook’s network. With the new Placements section, you can now fine-tune which platforms and ad formats your content appears in, all directly within ADvendio.

1.2. What’s New?

You can now:

Import a list of Placements with the Transfer to ADvendio feature and add them to the targeting of your Facebook Buying Items.
Automatically switch between Advantage+ placements and Manual placements by adding or removing items from the targeting component.
Select your preferred devices (e.g. all devices, mobile only).
Specify platforms like:
- Facebook
- Instagram
- Audience Network
- Messenger
Select from multiple placement types:
- Feeds
- Stories & Reels
- In-stream Videos
- Search Results
- Messages
- Apps and Sites

1.3. Why This Matters

This feature helps you:

Optimize ad relevance by choosing where your ads appear.
Align placements with creative formats (e.g. Stories for vertical video).
Avoid ad placements that don’t fit your strategy.
Comply with client or brand safety requirements (via Inventory Filters).

1.4. How to Use It

1.4.1. Import Placements

Open an active Facebook connection in ADvendio, or create a new one (click on the nine-dots menu in the top left corner and type “Connections“).
Click on the Transfer to ADvendio button and click on Inventory.
Select the placements you want to import from the following Categories:
- Audience Network Position
- Device Platforms
- Facebook Position
- Instagratm Position
- Messenger Position
- Publisher Platforms
You can schedule the transfer or click on “Run Now” to start it right away.
This will pull a list of Placements directly from the Facebook platform.

1.4.2. Add Placements to your Buying Item

Create a new Facebook Buying Item or open an existing one and press the Edit button.
Click on the Targeting tab.
Click on the pencil icon in the targeting section of the Buying item to open the targeting tree.

Click on the Inventory Targeting section and browse or search for the above-mentioned types as shown in the screenshot below.
Select one or more placements to add to your targeting

1.4.3. Customize Your Settings

When a Buying Item is submitted with one or more placements specified in the targeting, the Manual Placements option will be automatically enabled in the Placements section of Facebook Ads.
If a Buying Item is submitted without any placements specified, the system will default to enabling the Advantage+ Placements option instead.
Pick one or more platforms.
Select placement types from the list.
Devices are defaulted to All, but can be refined.

1.4.4. Submit as Usual

Once your Buying Item includes the desired number of placements, proceed with your Buying Order submission to Facebook as normal.

1.4.5. Default Behavior for Facebook Placement Fields

If no value is specified for a particular placement field in your Facebook integration, Facebook will default to using all applicable options for that field.

Example 1: If you set publisher_platforms to facebook but do not specify any values for facebook_positions, the integration will automatically consider all default Facebook positions such as feed, right_hand_column, and others.
Example 2: If no publisher_platforms are selected, the integration will consider all default platforms by default.

The table below shows some placements and their compatible objectives or creatives. You can pick a combination of those compatible placements. Note that:

With LEAD_GENERATION, device_platforms: desktop cannot be selected together with publisher_platforms: instagram.
If your objective is website traffic, story for facebook_positions does not support destination_type: messenger.
If your objective is website traffic, story for messenger_positions does not support destination_type: messenger.
If your objective is website traffic, ig_search and explore_home for instagram_positions do not support destination_type: whatsapp & messenger.

Objective	Creative	Placement

Objective	Creative	Placement
`APP_INSTALLS`, promoting an Instant Experiences app	Desktop app ads	`device_platforms`: `desktop`
`APP_INSTALLS`, promoting a mobile app	Photo or video mobile app ads	`device_platforms`: `mobile` `publisher_platforms`: `facebook`, `feed`, `instagram`, `audience_network` `facebook_positions`: `feed`, `video_feeds`, `instant articles` and `story` `audience_network_positions`: `classic`, `rewarded_video` `messenger_positions`: `story`
`BRAND_AWARENESS`	all	`publisher_platforms`: `facebook`, `instagram`, `audience_network`. `facebook_positions`: `feed`, `video_feeds`, `instream_video` and `story`, which is currently under limited availability `instagram_positions`: `stream` `audience_network_positions`: `classic`, `instream_video`
`CONVERSIONS`	Photo or video link ads from a page	We support `BRAND_AWARENESS`, `APP_INSTALL`, `POST_ENGAGEMENT`, `VIDEO_VIEWS`, `REACH`, `WEBSITE_CONVERSIONS`, and `TRAFFIC`. Also supported: `right_hand_column` and `story` for `facebook_positions` and `messenger_positions`: `messenger_home` and `story`. `facebook_positions`: `story` only supports the objective `WEBSITE_CONVERSIONS` `messenger_positions`: `story` only supports the objective `WEBSITE_CONVERSIONS` Exception: `instream_video` is not supported for this objective.
`CONVERSIONS`	Link ads not connected to a page	`facebook_positions`: `right_hand_column`
`CONVERSIONS` (promoting mobile app)	Photo or video mobile app ads	`device_platforms`: `mobile`. `facebook_positions`: `right_hand_column` and `story`. `story` as a `facebook_positions` for this objective does not support `destination_type`: `messenger`. `messenger_positions`: `messenger_home` `story` as a `messenger_positions` for this objective does not support `destination_type: messenger`.
`EVENT_RESPONSES`	Event ads	As of 3.0, you cannot use `right_hand_column` for `facebook_positions`
`EVENT_RESPONSES`	Page post ads	`publisher_platforms`: `facebook`. As of 3.0, you cannot use `right_hand_column` for `facebook_positions`
`LEAD_GENERATION`	Page post ads	`device_platforms`: `mobile`, `desktop` `publisher_platforms`: `facebook`, `instagram` `facebook_positions`: `feed` and `story`, which is in limited availability instagram_positions: stream As of 3.0, you cannot use `right_hand_column` for `facebook_positions`
`LINK_CLICKS`	Photo or video link ads from a page	All, including `right_hand_column` and `messenger_positions`: `messenger_home` and `story`.
`LINK_CLICKS`	Link ads not connected to a page	`facebook_positions`: `right_hand_column`
`LINK_CLICKS`, promoting an Instant Experiences app	Desktop app ads	`device_platforms`: `desktop` `facebook_positions`: `right_hand_column`
`LINK_CLICKS`, promoting a mobile app	Photo or video mobile app ads	`device_platforms`: `mobile`, `facebook_positions`: `right_hand_column`
`PAGE_LIKES`	Video creatives	`publisher_platforms`: `facebook` As of 3.0, you cannot use `right_hand_column` for `facebook_positions`
`POST_ENGAGEMENT`	Page post ads with video or photo	`publisher_platforms`: `facebook`, `instagram` `device_platforms`: `mobile`, `desktop` As of 3.0, you cannot use `right_hand_column` for `facebook_positions`
`POST_ENGAGEMENT`	Page post ads with text only	`publisher_platforms`: `facebook`, `instagram` `device_platforms`: `mobile`, `desktop` As of 3.0, you cannot use `right_hand_column` for `facebook_positions`
`POST_ENGAGEMENT`	New campaign	`publisher_platforms`: `facebook`, `instagram` As of 3.0, you cannot use `right_hand_column` for `facebook_positions`
`PRODUCT_CATALOG_SALES`	dynamic ads	All, including `right_hand_column` for `facebook_positions`.
`REACH`	Reach ads	All except `right_hand_column` for `facebook_positions` as of 3.0. Includes `messenger_positions`: `story` and `story` for `facebook_positions`.
`STORE_VISITS`	store visit ads	`publisher_platforms`: `facebook` As of 3.0, you cannot use `right_hand_column` for `facebook_positions`
`VIDEO_VIEWS`	Video ads	`publisher_platforms`: `facebook`, `instagram`, `audience_network`. Includes `story` for `facebook_positions` but not with the `optimation_goal` set to `TWO_SECOND_CONTINUOUS_VIDEO_VIEWS`. As of 3.0, you cannot use `right_hand_column` for `facebook_positions`

1.5. Use Case: Instagram Feed

Let's assume the objective is to select only the Instagram Feed as the placement.

Based on the process described above, this can be achieved in three steps:

Import the Publisher Platform
Use the Transfer to Advendio feature to import the relevant publisher platform.
Configure the Buying Item Targeting
In the Buying Item setup, add the Instagram publisher platform and select the desired Instagram placements. In this example, we selected only "Stream", which corresponds to "Instagram Feed" in Facebook Ads.
Verify in Facebook Ads
The third screenshot confirms the result in Facebook Ads, showing the placement correctly applied.

The images below illustrate each of the three steps:

Image 1: Importing the Publisher Platform
This screenshot shows the use of the Transfer to Advendio feature to import the Instagram publisher platform into the system.

Image 2: Configuring the Buying Item
Here, the Buying Item targeting is being set up. The Instagram platform is selected, and the "Stream" placement—representing the Instagram Feed—is chosen.

Image 3: Verifying in Facebook Ads
The final image confirms that the selected placement is correctly reflected in Facebook Ads as "Instagram Feed."

Notes & Limitations

Custom placement targeting may not be available for all campaign goals.
“Expanded Inventory” is used as the default for brand safety.
Publisher Block List, Content Type, and Topic Exclusions are defaulted to “None Selected.”
"Sponsored Messages" placements in Messenger may generate location-based errors (not relevant for US-based customers).
Certain types of ad placements are valid only for specific objectives or creatives
This feature is fully supported as of version 2.176.

1.6. Need Support?

If you have questions or encounter issues, feel free to open a case in our support portal.