Reserved Display

Moloco's Reserved Display enables retailers to sell on-site display inventory on a reservation basis. Reserved Display provides predictable delivery to ensure Orders are fulfilled as contracted. Advertisers can secure impressions for a defined audience supporting various use cases such as product launches, sponsorships, and high-impact events. Reservation-based sales integrate with your existing performance ads, allowing you to manage both workflows in a single, unified platform.

Reserved Display supports two pricing modes: Cost Per Mille (CPM), where delivery is guaranteed to a contracted impression goal at a fixed CPM, and Cost Per Time (CPT), where an advertiser reserves a target inventory for a fixed time window at a fixed price.

Why choose Reserved Display?

Contracted number of impressions:

• Predictable delivery to a contracted impression goal at a fixed CPM (Cost Per Mille).

Fixed-time reservations:

• Reserve a target inventory for a fixed time window at a fixed price with CPT (Cost Per Time), receiving all impressions for that inventory during the booked period.

Defined Schedules:

• Aligns to flight dates and inventories you control.

Unified Experience:

• One platform for controlling both reserved and auction-based performance ads using the MCM Portal.
• Reservation-style behavior at the Order and Line Item level, aligns with Insertion Order (IO) workflows typically used by ad sales teams.

Feature Comparison

Adjustable Platform Features

Reserved Display Characteristics

Orders

In MCM, an Order is the top-level structure used to organize a reserved display campaign. It serves as the primary container that holds all the elements of your Order.

Insertion Order:

• An Order in MCM corresponds directly to one (1) Insertion Order (IO).
• For advertising campaigns with multiple Insertion Orders, you must create a separate Order for each insertion using the MCM Portal.

Line items:

• Each Order may contain one (1) or more line items up to a maximum of 20.

Highest-level object in MCM:

• While a strategic "campaign" may be managed with an external CRM, the Order is the highest-level object you will create within the MCM platform for Reserved Display ads.

Line Items

A Line Item is the "atomic unit of delivery" within an Order. It contains all the specific settings that define how, when, and where a specific part of your reserved campaign will run. While an Order represents the total Insertion Order, its Line Items define the individual components of the Insertion Order. Each Order may contain up to 20 Line Items. Each Line Item defines all of the following parameters:

Pricing mode:

• Each Line Item uses either Cost Per Mille (CPM) or Cost Per Time (CPT). An Order can contain both CPM and CPT line items.

Delivery Goal:

• For a CPM line item, the specific target number of impressions to be delivered at a fixed CPM.
• For a CPT line item, you enter a line item cost for the reserved time window instead of an impression goal.

Schedule:

• The active dates for the Line Item. The duration must be 90 days or less. CPT line items are scheduled in 24-hour (full day) increments.

Creatives:

• The creative image asset used in the campaign.

Landing Page:

• A custom URL landing page destination.

Inventory:

• The specific on-site placement where the ad will run.

Delivery Priority:

• Priority is used to manage ad serving with tie-breaking logic to assist with target goals. Delivery priority applies to CPM line items. A CPT line item always serves on its reserved inventory during the booked window, so it does not use delivery priority.

Because a CPT line item reserves its inventory for the entire time window, two CPT line items cannot book the same inventory over overlapping dates. When you save a line item, if the targeted inventory is already booked by another CPT line item for the selected dates, an "inventory already booked" message appears and you must adjust the dates. CPM line items are not checked for conflicts against CPT bookings.

Management and Reporting

Forecasting:

• During setup, you may use the MCM forecasting view (for a period of up to 90 days) to gauge the available impressions for the placement and dates selected. For CPT line items, an impression forecast is also shown at save time for planning purposes; it is informational and does not change how a CPT line item is billed.

Monitoring:

• Track active line items in the Delivery Dashboard, which displays the On-Target Indicator (OTI), days remaining, and quick controls which allows advertisers to Pause or Reprioritize campaigns. The OTI is not shown for CPT line items, which do not use pacing or priority.

Reporting:

• Reports are available using the MCM Portal. These include both order and line item levels, including impressions delivered, reach, frequency, and CTR. Reports distinguish the pricing type (CPM or CPT) for each line item, and CPT and CPM line items report the same delivery metrics.

API access:

• Reserved Display Management APIs support both CPM and CPT line items, so an order management system (OMS) can create, read, update, and delete orders and line items and import delivery metrics.

User Role Permissions

Only the Platform Owner role can create, update, delete, and launch orders.

• Please see User Roles & Permissions for more information.

Recommendations

How to build successful Reserved Display campaigns:

Order Details

• Order details such as total impressions or booked time, flight dates, targeted inventory, and creatives, provided by the advertiser to the Platform AdOps team.

Forecasting inventory:

• Retailers are able to predict how many impressions will be available for a given inventory target and timeline. Using the MCM Portal, customers can estimate available impressions for selected inventory and dates (up to 90 days) allowing you to size line items to realistic supply levels before launch.

Pricing:

• Retailers should price the inventory for high utilization and monetization. Time-based reservations can be priced with Cost Per Time (CPT) for advertisers who want to own an inventory slot for a set period.

Measurement:

• The AdOps team uses the analytics reports in Reserved Display to provide reporting to advertisers.

Management:

• Platform AdOps should carefully monitor the Line Items shown on the Delivery page to adjust priorities for Line Items to ensure impression targets are met.

Creating an Order

Define the order:

• Select advertiser (ad account), name the order, set the overall schedule, and include a total budget label for your billing alignment. The order is the umbrella container for its line items.

Add line items:

• Select inventory (placement), then choose the pricing mode. For a CPM line item, set target impressions, fixed CPM, flight dates, and delivery priority. For a CPT line item, set the line item cost and the reserved date range (24-hour increments, up to 90 days). Add image creative(s) and specify a landing page URL. If the inventory is already booked by another CPT line item for the selected dates, adjust the dates to resolve the booking conflict.
• Use the forecast view to estimate available impressions for the chosen inventory target and dates (up to 90 days). Forecasts help avoid under/over-selling; the forecasts are informational only and do not reserve supply.

Delivery and allocation:

• Eligibility filters ensure inventory/date matching. Among eligible line items, higher priority gets first access; ties can be influenced by delivery status (e.g., a line item more behind plan may be favored to stay on track). Review the OTI (On-Target Indicator) information. A CPT line item behaves like a line item with 100% priority on its targeted inventory and always delivers during its reserved window.

Launch and monitoring:

• Track days remaining and OTI (On-Target Indicator), adjust line item priority or pause/resume if needed to manage allocation among competing line items. The OTI applies to CPM line items.
  • (On-Target Indicator = Delivered-to-date / Expected-to-date)

MCM Portal

Reserved Display is managed via the MCM Portal, users must have the Platform Owner role view or make any changes within the Reserved Display menu.

Orders list view:

Order creation view:

Questions?

Please see our FAQ for answers.