CPAS, or Collaborative Performance Advertising Solution, is a co-funded advertising model used on marketplace platforms such as Lazada and Shopee. It allows brands and their authorised resellers to run ads on Facebook and Instagram that link directly to product listings on the marketplace, with the ad spend shared between the brand and the seller. For brands selling through third-party resellers in Southeast Asia, CPAS provides a way to run performance advertising that drives traffic to the point of sale rather than to a brand website.
How does CPAS work?
CPAS works through a partnership between a brand, its authorised sellers, and the marketplace platform. The brand creates a CPAS campaign in Meta Ads Manager, linking it to a product catalogue feed provided by the marketplace (such as Lazada's CPAS catalogue). Ads are served to users on Facebook and Instagram, and clicking the ad takes the user directly to the product listing on Lazada or Shopee.
Conversions (purchases) are tracked through the marketplace's own pixel and attributed back to the campaign. The brand typically funds the media spend and the seller benefits from the resulting traffic and sales.
What platforms support CPAS?
CPAS is primarily available on Lazada and Shopee in Southeast Asia, including Thailand. Both platforms operate CPAS programmes that allow eligible brand partners to connect their product catalogues and run co-funded ads through Meta. Eligibility requirements and programme structures differ between Lazada and Shopee and can change; brands need to apply through the respective platform's partner or seller programme to gain access.
What are the advantages of CPAS over standard Facebook ads?
The main advantage is attribution. Standard Facebook ads that drive traffic to a brand website rely on the Meta pixel to track purchases, which has become less reliable since Apple's iOS privacy changes reduced pixel visibility. CPAS bypasses this problem because the purchase happens on the marketplace, which tracks it server-side through its own system.
This typically produces more complete conversion data. CPAS ads also benefit from the marketplace's built-in trust: users who see the ad are directed to a familiar platform where they already have payment details saved, which reduces checkout friction.
Is CPAS relevant for brands in Thailand?
Yes, Thailand is one of the primary markets for CPAS in Southeast Asia. Lazada and Shopee both have strong market penetration in Thailand, and e-commerce purchasing behaviour on these platforms is well established. For brands that sell consumer products through marketplace resellers, CPAS is worth evaluating as part of a broader e-commerce paid media strategy. At Phoenix Media, we have set up and managed CPAS campaigns for clients operating in the Thai marketplace space and can advise on eligibility, catalogue setup, and campaign structure.