Moloco Commerce Media GrowthU

How to scale advertiser demand by integrating ads into seller portal

Polina Melnikova
Rama Chanani

Platforms are continually exploring innovative methods to increase advertiser demand and optimize ad spend. One promising strategy that's gaining significant traction is integrating ads directly into seller portals. This approach simplifies advertisers' onboarding and activation process, improves their overall experience, and drives scalable growth. 

In this article, we will examine the dynamics of ad spend, explore the advantages of integrating ads into seller portals, and discuss the essential steps for successful implementation.

Introduction to ad spend dynamics

Ad spend represents a delicate balance between demand (total budget) and supply (budget allocation). As more advertisers join a platform, the available ad budget increases, creating a ripe opportunity to expand ad inventory and capture a larger share of the advertising market.

1x1 vs. self-serve advertiser acquisition

Platforms have traditionally relied on resource-intensive 1x1 methods like email outreach and demos to acquire advertisers. Although effective, these methods require significant time and manpower. Alternatively, self-serve sign-up through seller portals offers a scalable solution, allowing advertisers to register autonomously and access ad tools seamlessly.

Pros and cons of 1x1 and self-serve acquisition methods

1x1 Self-serve
  • Personalized interactions foster a deeper understanding of advertiser needs.
  • Direct outreach helps build strong, potentially long-term relationships.
  • Tailored solutions address specific advertiser concerns effectively.
  • Often results in higher quality leads as advertisers are pre-engaged with the platform.
  • Highly scalable, efficient way to onboard a large number of advertisers.
  • Advertisers can independently register and start using ad tools, reducing platform workload.
  • Streamlines the sign-up process, enhancing advertiser experience.
  • Unified reporting increases transparency and provides insights into campaign performance.
  • High resource and time cost.
  • Limited scalability due to the personalized nature of outreach.
  • Slower acquisition process compared to automated methods.
  • Less personalized interaction may lead to less tailored advertiser solutions.
  • Autonomous sign-up could result in quality concerns without thorough vetting.
  • Reduced personal interaction may hinder relationship building and long-term engagement.

Using seller portal integration for scalability

Integrating ads directly into seller portals streamlines the sign-up process and offers unified reporting, enhancing transparency and insight into ad performance. This approach has proven scalable, with some platforms activating thousands of advertisers on day one of integration.

Flexible integration options

Platforms can choose from various integration options, depending on their needs and resources. Solutions like Moloco offer customizable widgets for easy implementation or APIs for custom portal development. 

A staged integration approach allows for gradually adding advanced features, such as detailed reporting, as the ad business matures. Here are three examples of integrations Moloco has employed.

Moloco standalone commerce media:

Embedded widgetized:


Roadmap for seller portal ad integration

Many platforms with technical resources choose to integrate the seller portal directly into their own merchant experience. For others, integrating ads into seller portals unfolds in distinct stages:

  • Days 0-90: The initial focus is on laying the groundwork, which includes developing training materials, creating pitch content, and conducting outbound calling campaigns. At the same time, efforts are made to build seller portal touchpoints, both internally and externally, to support scaled adoption.
  • Days 90-150+: This phase marks the transition from manual activation to scaled adoption as advertisers begin signing up independently through the seller portal.

In addition to integrating the ad portal, creating a dedicated Ads Landing page is essential. This centralized hub is a valuable resource for advertisers, providing access to training materials, FAQs, and case studies to support their advertising journey.

The importance of seller portal integration

Integrating ads into seller portals represents a paradigm shift in scaling advertiser demand. By leveraging self-serve sign-up mechanisms and strategic portal development, platforms can unlock new growth opportunities and drive advertiser engagement effectively. 

As the digital advertising landscape continues to evolve, seller portal integration will undoubtedly play a pivotal role in shaping the future of ad spend optimization.

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