Dynamic product ads, now called Advantage+ catalog ads, automatically show products from your catalog to the people most likely to buy them, including retargeting exactly the items someone viewed. They are the workhorse of ecommerce retargeting on Meta.
Catalog plus intent
You connect a product catalog and Meta assembles personalized ads, pairing each viewer with the items they browsed or the products they are most likely to want. For a visitor who abandoned a cart, the ad can show the exact product, which is why catalog retargeting converts so efficiently.
Prospecting too
Beyond retargeting, catalog ads can prospect by letting Meta pick likely-relevant products for cold audiences. Performance rests on a clean, complete catalog and a healthy pixel feeding product-view and purchase events with good match quality.