Facebook and Instagram get streamlined 3D ads

3D e-commerce technology company VNTANA announces a platform integration with Meta that brings 3D ads to Facebook and Instagram, and automates the creation and publication process of the ads for advertisers. The integration was developed with access to the alpha version of Meta’s augmented reality publishing API.

To use this technology, brands upload their existing 3D designs, and in VNTANA they get converted to Facebook and Instagram standards. They can then be published from VNTANA directly to the Meta catalog. Meta’s 3D ads appear in user’s Facebook and Instagram feeds, and these ads originally debuted last year for beauty brands. The categories now expand to some footwear and handbag brands.

Why we care. 3D imaging is raising the bar and enabling more consumers to feel confident with purchases they make without visiting a store, even for very personal decisions like makeup and glasses.

The demand for 3D content creates an entirely new workflow for many marketing teams, and with more destinations for this content to appear, the process needs to be scaled. VNTANA and Meta are standardizing and streamlining the process for Facebook and IG, which covers a good chunk of the social media budget for many organizations.

Read next: Marketers look to upgrade their 3D experiences

About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.