Moloco Launches AI-Powered Performance CTV Ad Solution

Menlo Park, CA - Moloco on Monday announced the launch of Moloco Ads for Performance CTV, a product designed to track app downloads and user engagement through connected television platforms.

The product adapts Moloco's existing mobile performance advertising technology for the household television environment. 

Global CTV ad spending ranges between $40 billion and $45 billion, according to eMarketer data cited by Moloco. 

The company said many existing CTV advertising solutions rely on demographic targeting and delayed performance tracking, while its platform integrates directly with advertisers' Mobile Measurement Partners to optimize ad impressions in real time based on specific marketing outcomes.

Early company data indicates that running concurrent mobile and CTV campaigns yielded a return on investment up to 1.5 times that of mobile-only campaigns. Approximately two-thirds of users who installed an app after seeing a Moloco CTV ad did so within six hours of viewing.

The platform operates without self-owned inventory or audience data, securing household-level CTV inventory through partner networks and providing publisher-level reporting through the advertiser's preferred MMP integration.

"Connected TV is currently one of the untapped markets for app marketers," said Sunil Rayan, Chief Business Officer at Moloco and Head of Moloco Ads. 

He said the company is bringing mobile-level measurement to the television environment to reach audiences and drive measurable outcomes.

Blair Hilton, Performance Marketing Director at Fanatics Betting and Gaming, said Moloco Performance CTV was used in the company's March college basketball marketing effort, enabling it to reach a broader user base and meet campaign metrics.