In performance marketing showing new business growth has become a never-ending problem. Marketing teams spend billions of dollars trying to follow paths that users take on mobile apps and on Connected TV inventory. But as rules, about privacy get stricter and data gets harder to track on operating systems, old ways of giving credit to the last click in a users journey don’t work anymore. These old methods can’t tell which sales were actually caused by an ad and which would have happened without any ads all.
Dismantling this measurement gap, operational machine learning titan Moloco has announced a strategic partnership with decisioning and measurement innovator Haus.
The integration expands advertiser access to independent, third-party incrementality measurement and causal decision-making systems for brands running performance campaigns across mobile apps and Performance CTV via Moloco Ads. By validating geo-based incrementality experiments through an objective external platform, the partnership gives performance marketers a reliable framework to verify true incremental return on ad spend (iROAS).
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Inside the Integration: Geo-Based Incrementality and Causal Science
The core technical hurdle facing modern media measurement is the limitation of traditional attribution models. Standard digital attribution frequently over-credits campaigns by claiming conversion events that were already bound to happen.
By pairing Moloco’s neural-network-driven ad target engine with Haus’s causal inference architecture, marketers can execute scientifically rigorous geo-matched market experiments without interrupting ongoing campaigns.
The unified workflow executes through structured experimental design:
- Geo-Matched Market Holdouts: Marketers deploy campaigns across targeted test regions while Haus isolates comparable control markets where ad exposure is intentionally held out.
- Causal Lift Calculation: By comparing real-world baseline outcomes between exposed and holdout zones, Haus isolates true causal conversion lift—filtering out seasonal baseline traffic and organic momentum.
- Third-Party Verification: Because the experiment is evaluated independently by Haus, growth teams receive an unbiased measurement baseline, removing the self-attribution bias common in walled-garden ad platforms.
“Performance CTV is one of the most significant growth channels for brands right now, and measurement has to keep pace with that investment,” stated Beth Berger, GM Americas at Moloco. “We’ve seen strong results across our CTV business, just as we have in mobile for years, and we want brands to verify that for themselves, with measurement that fits how they run their business.”
The Macro Impact on the Marketing and Advertising Industry
The alliance between Moloco and Haus highlights two major structural transformations reshaping the broader Marketing and Advertising category:
1. The Migration from Self-Attribution to Independent Validation
For over a decade, major digital advertising platforms operated as “walled gardens,” reporting their own conversion metrics through internal, unvetted attribution models. As macroeconomic scrutiny forces enterprise Chief Marketing Officers (CMOs) to justify every dollar spent, self-reported platform metrics are facing pushback. Inviting independent, third-party measurement onto ad networks establishes a transparent standard for ad-tech transparency.
2. Connected TV’s Transition to a True Performance Channel
Connected TV was historically bought as a top-of-funnel branding channel, evaluated using soft metrics like completion rates and brand recall. However, performance CTV now functions as a direct-response engine. Combining deep-learning ad bidding with geo-based incrementality testing validates CTV as a performance acquisition channel capable of driving measurable, incremental revenue alongside mobile app campaigns.
How This Shapes Everyday Business Strategy
For consumer-facing brands, mobile app publishers, and performance agencies operating across digital channels, bringing independent incrementality testing into campaign management alters daily operations:
- Eliminating Ad Spend Waste: By identifying which channels and audience segments yield true incremental conversion lift versus those merely claiming organic traffic, growth teams can immediately reallocate budgets away from non-performing inventory.
- Confidently Scaling Beyond Search and Social: Many brands hesitate to expand ad spend outside dominant search and social channels due to measurement uncertainty. Having an independent measurement layer allows performance teams to test mobile app ecosystems and CTV inventory with clear downside protection.
- Aligning Marketing with Finance Metrics: Marketing leaders frequently struggle to align digital attribution metrics with CFO-level financial reports. Geo-based incrementality metrics evaluate real revenue lift at the business level, bridging the communication gap between marketing desks and corporate finance teams.
The Bottom Line
In a performance landscape defined by signal loss and strict ROI accountability, guessing campaign impact based on last-click attribution is no longer viable.
Moloco’s partnership with Haus proves that the future of ad tech belongs to platforms that welcome transparent, third-party validation. For marketing leaders looking to maximize capital efficiency, the takeaway is clear: stop relying on platform self-attribution, and start validating your campaign growth with independent, causal measurement.