Temu Advertising Model Major Adjustment: Only Supports All-Domain ROAS Bidding from June 7
Temu announces an upgrade to its advertising strategy, transitioning fully to all-domain ROAS bidding. Sellers need to plan their advertising budgets according to overall store expected return ratios, as individual product promotion models will be phased out.
What are the key facts?
- 1Adjustment Date: June 7, 2026
- 2Change Content: Phasing out individual product promotion bidding
- 3New Regulation Requirement: Only supports all-domain ROAS bidding
What happened?
Temu has announced that as of June 7, 2026, all new ad campaigns will be required to use the all-domain ROAS bidding model. The previous individual product promotion bidding method will be phased out. Sellers must adjust their advertising strategies to align with overall store operation logic to ensure more reasonable budget allocation and achieve better advertising results.
What does this mean for cross-border sellers?
Sellers need to reassess their overall store profit margins and expected return ratios, especially after the advertising strategy change, to prevent rising acquisition costs. Top priority: comprehensively review current advertising strategies to maintain advertising effectiveness under the new bidding model.