Endeavour's retail media arm, MixIn, has selected retail media platform Zitcha to manage its off-site media across Meta's Managed Partner Ads (MPA).

The hospitality and drinks business aims to maximise customer engagement and elevate the shopping experience in a data-safe environment through Meta's MPA.

Zitcha's appointment will enable suppliers to gain insights into how their Meta brand spend impacts their ad performance. Suppliers can purchase their Meta social media campaigns via MixIn and track which audiences viewed and responded to those campaigns. They can also monitor if customers went on to purchase a product from the advertised brand through Endeavour Group channels such as BWS or Dan Murphy’s.

MixIn General Manager, Martyn Raab, said the partnership will allow suppliers to “close the loop” on seeing how their Meta brand spend impacts their ad performance. "By leveraging Zitcha and the measurement from MixIn, brands can see the performance of their activity to deliver real insights and campaign measurement."

Raab said the partnership would demonstrate a high return on investment through sales data at an anonymised cohort level. “And one of the great things about this partnership is it protects the data of our consumers by never sharing personal information - the platform just sees them as an anonymous user.”

Meta’s MPA gives retailers and their brand partners the capability to track and measure off-site video and image ad performance, which can be managed through Zitcha’s centralised media platform.

Zitcha CEO, Troy Townsend, said: "Retailers can significantly drive incremental revenues and drive additional sales for brand partners by optimising off-site media channels. Endeavour Group is home to some of the country’s most recognised liquor retailers and we are delighted to have been chosen by MixIn to maximise their Meta social media channels for greater effect.”