Menlo Park, Calif., April 16: Moloco, a global leader in AI-driven advertising, announced the launch of Moloco Ads for Performance CTV, marking a significant advancement in connected TV (CTV) advertising for app marketers. The new solution introduces true performance-driven advertising to the big screen, enabling measurable outcomes and meaningful business impact.
Powered by the same advanced AI technology that underpins Moloco’s mobile advertising success, Performance CTV opens a new frontier for app marketers seeking to drive downloads and engagement through television screens—an environment with massive consumer attention but historically limited performance measurement capabilities.
“Connected TV represents one of the biggest untapped opportunities for app marketers today,” said Sunil Rayan, Chief Business Officer & General Manager, Moloco Ads. “With Performance CTV, we’re bringing the measurability and precision that app marketers expect from mobile to the world of television, giving them a genuinely new way to reach their audiences and drive results where attention has never been more valuable.”
The global CTV advertising market is rapidly expanding, with spending estimated between $40 billion and $45 billion, and expected to grow further. However, traditional CTV advertising solutions have largely relied on demographic targeting and post-campaign measurement, offering limited real-time optimization and feedback for performance-focused marketers.
Moloco Ads for Performance CTV addresses these challenges by delivering a system designed from the ground up for performance marketing. It optimizes every impression in real time based on specific marketing objectives, while attribution is handled through the advertiser’s preferred mobile measurement partner (MMP). This enables app marketers to reach and convert high-value users across devices with greater accuracy and efficiency.
Early campaign results indicate up to 1.5x higher return on investment on CTV compared to mobile when campaigns are run across both channels. Additionally, nearly two-thirds of users who install an app after viewing a Moloco Performance CTV ad do so within six hours, demonstrating the platform’s ability to drive immediate and impactful engagement.
“Moloco Ads for Performance CTV was a key component of our college basketball strategy for Fanatics Sportsbook,” said Blair Hilton, Director of Performance Marketing at Fanatics Betting and Gaming. “Moloco played a central role in delivering strong campaign results, exceeding expectations and helping us reach a broader audience efficiently.”
The solution is built on three core pillars designed to meet the needs of app marketers:
- Premium Inventory Access: Brand-safe, high-quality CTV inventory across an expanding network of supply partners
- Measurement Transparency: Detailed, publisher-level reporting integrated with advertisers’ preferred MMPs
- Platform Independence: An open ecosystem that prioritizes advertiser outcomes without bias toward proprietary inventory or data
Built on over a decade of AI innovation, Moloco’s platform reaches more than two billion consumers across over two million mobile applications. With the launch of Performance CTV, the company extends its proven performance capabilities to connected TV, enabling seamless cross-screen advertising strategies.
As mobile, CTV, and retail media continue to converge, Moloco is positioned to help marketers navigate an increasingly complex ecosystem with scalable, data-driven solutions.
