Out of nowhere, Moloco steps into living rooms with a fresh tool built for ads on internet-linked TVs. This isn’t just another version of old tricks – its engine runs on smart algorithms already proven in phone ad spaces. While screens at home grow busier, the tech adapts quietly behind the scenes. Instead of guessing what works, it learns fast who watches and when attention sticks. From one room to the next, decisions shift without noise or flash. Big displays get sharper targeting simply by thinking ahead.
Out here, screens aren’t just in pockets anymore. With TVs now part of the mix, reaching people feels different – slower bigger more focused. Moloco shifts gears by turning couch time into something brands can actually measure. Install goals? They’ve got a new backdrop. Living rooms light up, attention follows, results start showing. Not every screen shouts; some simply wait, then deliver.
“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.”
Bridging the Gap Between Reach and Performance in CTV
Connected TV is growing very fast and global advertising spending has been estimated in between $40 billion and $45 billion by eMarketer, with growth expected to be steady. However, a lot of current CTV advertising solutions still depend on the usual demographic targeting and have a time lag in performance measurement which means that they are less effective if you want to get results from campaigns.
Also Read: Windfall Unveils Market Insights for Real-Time TAM Intelligence
Sometimes those platforms were created for brand awareness and performance use cases was just a later adaptation. Therefore, advertisers are often given few options to optimize their campaigns, give them reach and frequency without a strong feedback mechanism able to produce meaningful results.
Moloco addresses this gap with a fundamentally different approach.
Built for Real-Time Performance Optimization
Moloco Ads for Performance CTV is a solution designed primarily for performance, adding real-time optimization to connected TV ads. Each ad impression is continually assessed and adjusted to meet the set campaign objectives, making sure that the marketing budget is spent on things that can be measured and linked to results.
The system works hand in hand with the advertisers’ selected mobile measurement partners (MMPs) for accurate attribution and cross-channel performance tracking. This way, marketers can find and turn high-value users into customers more easily across different devices.
Early campaign results highlight the platform’s impact, with advertisers achieving up to 1.5x higher return on investment on CTV compared to mobile when campaigns run across both channels. Additionally, nearly two-thirds of users who install an app after viewing a Moloco-delivered CTV ad do so within six hours, demonstrating strong engagement and conversion efficiency.
“Moloco Ads for Performance CTV was a key component of our college basketball strategy for Fanatics Sportsbook this March,” said Blair Hilton, Director of Performance Marketing at Fanatics Betting and Gaming. “Moloco played a central role in delivering strong campaign results – performance exceeded expectations and enabled us to reach a broader audience efficiently.”
Three Core Pillars Driving Performance CTV
Moloco’s Performance CTV solution comprises three core components that are first developed to anticipate the changing requirements of app marketers:
– High-quality, brand-safe content from the expanding list of CTV supply partners – Complete transparency in measurement and reporting, with feature-level pubisher insights through MMP partnerships – An open and independent platform architecture that guarantees unprejudiced optimization solely focused on advertiser results
As a whole, these features equip marketers with enhanced levels of transparency, management, and responsibility, thereby facilitating the achievement of the best possible results in a channel that remains largely focused on brand strategies.
Extending Proven AI Capabilities to the Living Room
Moloco’s technology is powered by a sophisticated AI system refined over more than a decade. Today, its platform reaches approximately two billion consumers across over two million mobile apps, making it a trusted solution for app marketers worldwide.
With the introduction of Performance CTV, Moloco is expanding this proven performance engine into the connected TV landscape. As digital ecosystems continue to converge across mobile, CTV, and retail media, the company is positioning itself to help marketers navigate increasing complexity while delivering measurable growth.
By combining scale, precision, and transparency, Moloco Ads for Performance CTV sets a new standard for performance-driven advertising on the biggest screen in the home.