MPO Integration Design Template (PRD)

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About this document

Complete this document with Criteo before implementation to validate your proposed selling model and architecture. It serves as a blueprint for a successful MPO API integration. It helps to:

• Confirm whether your proposed requirements are supported by Criteo MPO.
• Align requirements with Criteo best practices.
• Recommend a more stable and scalable operating model where needed.

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How to use this template

Fill in the placeholders in each section to produce a working PRD draft. Follow the recommended sequence:

1. Activation Model + Executive Summary + Entity Mapping
2. Common Core Requirements (Campaign, Budget, Tracking, Reporting)
3. Scenario-Specific Requirements
4. Open Issues + MVP finalization

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1. Activation model selection

Select the MPO operating model before drafting the rest of the PRD.

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1.1 Selected model

• Activation Model: [Bundle Extension / Standalone Offsite]
• Reason for selection: [Write here]
• Current assumption: [Write here]
• Items to be confirmed: [Write here]

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1.2 Model definitions

• Bundle Extension — Offsite advertising is attached to an existing onsite advertising product or campaign as an extension, bundle, or additional feature.
• Standalone Offsite — Offsite advertising is offered as a separate product, separate campaign, or separate operating unit, independent from onsite.

Criteo review points:

• Does the selected model fit the customer’s business model and operating structure?
• Is the selected model realistic and operationally feasible for launch?

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2. Executive summary

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2.1 Project overview

• Project objective: [Write here]
• Expected impact: [Write here]
• Target timeline for integration: [Write here]
• Target market / business scope: [Write here]

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2.2 Structural summary

• Selected Activation Model: [Write here]
• Advertiser-facing product structure: [Write here]
• Actual MPO operating structure: [Write here]
• Key dependencies: [Write here]

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2.3 MVP scope

[Write here]

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2.4 Open issues

[Write here]

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3. Business goal and scope

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3.1 Target scope

• Target advertiser type: [Write here]
• Target product type: [Write here]
• Target campaign type: [Write here]
• Excluded scope: [Write here]

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3.2 Success metrics

• Seller adoption: [Write here]
• Incremental revenue: [Write here]
• Budget utilization: [Write here]
• ROAS or efficiency metric: [Write here]
• Operational automation target: [Write here]

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4. Entity mapping

Map the customer’s internal structure to the MPO structure to establish a clear foundation for Campaign, Budget, Tracking, and Reporting design. Criteo review points:

• Are internal customer terminology and MPO terminology mapped clearly without ambiguity?
• Does the entity design fit the intended budget control model?
• Can the bundle or standalone model be translated cleanly into a standard MPO structure?

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5. Common core requirements

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5.1 Campaign ownership and lifecycle

• Campaign creation owner: [Write here]
• Campaign retrieval owner: [Write here]
• Bid update owner: [Write here]
• Activation conditions: [Write here]
• Definition of pause / stop / archive: [Write here]
• Lead time for new campaign availability: [Write here]
• Impact of product deletion or catalog changes: [Write here]

Criteo review points:

• Does the PRD assume immediate reflection when it should not?
• Can seller-ingestion latency be absorbed operationally?
• Are pause, stop, and archive clearly distinguished?

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5.2 Budget

Budget ownership

• Budget creation owner: [Write here]
• Budget update owner: [Write here]
• Budget suspension owner: [Write here]

Budget model

• Budget type used: [capped / uncapped / daily / combination]
• Number of budgets per seller: [Write here]
• Whether there is one budget per seller-campaign: [Write here]
• Whether shared budget is used: [Write here]

Budget refresh logic

• Budget creation cadence: [real-time / daily / other]
• Timing for next-day budget creation: [Write here]
• Timezone basis: [UTC / local timezone / mixed]
• Same-day increase / decrease policy: [Write here]

Budget lock / overspend protection

• Spend polling frequency: [Write here]
• Lock trigger: [Write here]
• Lock method: [budget suspension / customer-side logic / other]
• Unlock condition: [Write here]
• Fallback scenario: [Write here]

Margin / fee logic

• Where margin applies: [bid / budget / reporting / other]
• Internal calculation formula: [Write here]
• Value shown to advertisers: [pre-margin / post-margin]

Criteo review points:

• Does the budget model fit MPO structure?
• Are risks related to daily budget operation and timezone differences properly addressed?
• Is budget lock required for the proposed structure?

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5.3 Tracking

Tracking scope

• Supported platforms: [web only / includes app / other]
• Required events: [click / conversion / transaction / other]
• Whether a customer tracker will be used in parallel: [yes / no]

Event collection method

• Collection method: [OneTag / Web event / App event / S2S / other]
• Whether landing URL parameters are required: [yes / no]
• Whether deep link support is required: [iOS / AOS / none]
• Whether a 3rd-party tracker is required: [yes / no]

Tracking parameter requirements

• Required parameter list: [Write here]
• Parameter value owner: [Write here]
• Configuration method: [feed-based / runtime-based / mixed]
• Lead time for applying updated values: [Write here]

Catalog dependency

• Seller identifier field: [Write here]
• Product ID deduplication policy: [Write here]
• Product removal handling: [Write here]
• Full vs. partial catalog policy: [Write here]
• Refresh cadence and ingestion lead time: [Write here]

Criteo review points:

• Do the tracking requirements fit the MPO standard flow?
• Are feed-based values and runtime-based values clearly distinguished?
• Is catalog dependency sufficiently documented?

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5.4 Reporting

Reporting level

• Reporting level provided: [advertiser / campaign / seller / seller-campaign / product / other]
• Whether onsite / offsite split will be shown: [Write here]
• Whether an aggregated reporting layer is required: [Write here]

Metrics dictionary Attribution policy

• Attribution model: [SameSeller / AnySeller / Both]
• Click attribution window: [Write here]
• Difference vs. customer’s internal standard: [Write here]
• Suggested advertiser-facing explanation: [Write here]

Freshness and latency

• API refresh cadence: [Write here]
• UI refresh cadence: [Write here]
• Timezone basis: [UTC — conversion to local timezone is client-side]
• Latency disclaimer: [Write here]

Export and UI

• Whether CSV export is required: [yes / no]
• Admin UI scope: [Write here]
• Advertiser UI scope: [Write here]
• Raw metric vs. processed metric policy: [Write here]

Criteo review points:

• Do reporting expectations match standard MPO reporting capabilities?
• Are attribution differences clearly documented to avoid launch issues?
• Has product-level reporting been separated from MVP when needed?

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6. Scenario-specific requirements

Complete either Section 6A or Section 6B based on the Activation Model selected in Section 1.

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6A. Bundle Extension scenario

Bundle product definition

• Base onsite product name/type: [Write here]
• Offsite delivery model: [included by default / opt-in / separate add-on / other]
• Structure as perceived by advertisers: [single product / single option / separate setting]
• Internal operating structure: [Write here]

Bundle activation scenario

• Offsite activation owner: [advertiser / operator / automatic logic]
• Activation timing: [at campaign creation / after setup / after approval / other]
• Activation prerequisites: [minimum budget / tracking readiness / catalog readiness / other]
• Deactivation method: [budget lock / budget suspension / bid set to 0 / other]

Bundle operating unit

• MPO structure mapped to one bundle: [Write here]
• Controls required at bundle level: [on/off / budget / bid / reporting / other]
• Whether bundle-level reporting is required: [yes / no]
• Bundle-level aggregation method: [Write here]

Key questions for Bundle structure:

• Does one onsite campaign map to one MPO seller?
• Are multiple seller-campaigns created under one onsite campaign?
• Does one onsite product budget need to be shared across multiple seller-campaigns?
• How should one advertiser-facing bundle result be aggregated internally?

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6B. Standalone Offsite scenario

Standalone product definition

• Offsite product name/type: [Write here]
• Relationship to onsite: [independent / partially linked / shared only at advertiser level / other]
• Structure as perceived by advertisers: [separate product / separate campaign / separate account option]
• Internal operating structure: [Write here]

Standalone activation scenario

• Offsite activation owner: [advertiser / operator / automatic logic]
• Activation timing: [at product request / at campaign creation / after approval / other]
• Activation prerequisites: [minimum budget / tracking readiness / catalog readiness / other]
• Deactivation method: [budget lock / budget suspension / bid set to 0 / other]

Standalone operating unit

• MPO structure mapped to one standalone product: [Write here]
• Whether separate budget is required: [yes / no]
• Whether separate reporting unit is required: [yes / no]
• Whether separate approval flow is required: [yes / no]

Key questions for Standalone structure:

• Can the offsite product be operated independently from the onsite campaign?
• Are onboarding, tracking, catalog, and reporting all independently viable?
• Is the advertiser-facing reporting sufficiently clear for a standalone product?

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7. Open issues and decision log

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8. MVP scope

• MVP in scope: [Write here]
• Out of scope for MVP: [Write here — commonly: product-level reporting, self-serve offsite budget split, full reconciliation between customer tracker and MPO data, full local-timezone alignment, media-level control UI]
• Future scope: [Write here]

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9. Criteo review checklist

Activation model

• Is it clearly defined whether the model is Bundle or Standalone?
• Does the selected model match the actual operating structure?

Entity mapping

• Is the customer structure clearly mapped to the MPO structure?
• Is there a clear foundation for Budget, Tracking, and Reporting design?

Campaign

• Are ownership and responsibilities for creation, activation, pause, and end-of-life clearly defined?
• Are lifecycle assumptions realistic?

Budget

• Is the budget type clearly defined?
• Is shared budget usage clearly documented?
• Are timezone and refresh rules defined?
• Is there an overspend protection method?

Tracking

• Are catalog field requirements sufficiently defined?
• Are seller identification rules clear?
• Are tracking parameter requirements specific enough?
• Is there a clear distinction between feed-based and runtime-based values?

Reporting

• Is the reporting level clearly defined?
• Is there a metrics dictionary?
• Are attribution differences documented?
• Are latency expectations clearly described?