Overview

Placement targeting is a feature that allows platform owners and advertisers more control over where ads will be displayed and allows advertisers to reach a specific audience.

Prerequisites

• User Role: You must have Platform Owner or Admin permissions to configure targeting.
• Inventory Setup: Placements must be pre-configured by Moloco during the Platform onboarding phase.

Smart targeting

Smart targeting utilizes sophisticated machine learning algorithms to determine the optimal timing, and placement for displaying your ads to maximize your advertising campaign.

Manual targeting

Manual targeting provides controls to specify when and where an ad campaign appears. Campaign performance can vary depending on the manual settings below:

Search

• Select All will bid on all search keywords related to the campaign items automatically. This option allows ads to be displayed on any search page associated with the item, regardless of the specific search keywords. It provides broader exposure as the ads can appear on any relevant search result page.
• Target Keywords provide control over when your ad appears by matching your specified keywords with shoppers’ search terms.
  • Target Keywords control when an ad appears by matching keywords with a shopper's search term. The bid amount to be determined is based on the campaign target. (e.g. Target ROAS)
  • Negative Keywords control when an ad should not appear by filtering out search terms that include negative keywords.

Supported ad types

MCM supports placement targeting across all major ad formats:

• Sponsored Products (SP): Target Home, SRP, PDP, and Category pages.
• Sponsored Brands (SB): Target premium placements on the Home and SRP.
• Sponsored Display (SD): Target specific contexts on PDP and Category pages.

Campaign statuses

Your campaign status may change based on your placement settings:

• Pending: The campaign may briefly enter a Pending state while the system synchronizes your placement selections with the ad server.
• Invalid: If you change the Ad Type of a campaign, previously selected placements may become unsupported. You must update your selections to resume delivery.

Bid policy

You can set any bid amount that aligns with your campaign strategy. There is no bid floor (minimum bid) requirement for placement targeting.

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Be attentive!

Always verify placement compatibility when switching between Sponsored Products and Sponsored Brands, as their available inventory differs significantly.

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Note: Syncing Delay

Changes to placement targeting typically take effect within a few minutes. However, if you are using complex audience filters alongside placements, the campaign may briefly show a Pending status while the data synchronizes.

Placements

Allows control over what page types should be prioritized for displaying ads. MCM supports 9 Placement types:

Next steps

• To target specific user groups, visit the Audience targeting guide.
• Monitor your placement performance in the Ad performance reporting section.