The introduction of Performance CTV for app marketers brings true performance advertising to the big screen, driving measurable outcomes and meaningful impact

Moloco, a global leader in AI advertising, today announced the launch of Moloco Ads for Performance CTV. Powered by the same AI that has made Moloco a leader in mobile performance advertising, the launch opens an entirely new frontier for app marketers looking to drive downloads and engagement: the living room, where consumer attention is massive but true performance advertising has largely remained elusive.

“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.”

Connected TV (CTV) is a fast-growing advertising channel, with global ad spending currently estimated at $40 billion to $45 billion per eMarketer – numbers which are projected to continue to rise – yet many CTV advertising solutions still target audiences using traditional demographic methods and measure performance only after the fact. These platforms can feel like they're made for brand buyers and retrofitted for performance, optimizing for reach and frequency, and offering app marketers little more than a TV-sized impression with no real feedback loop.

Moloco Ads for Performance CTV is built differently. Performance CTV brings the same AI that drives Moloco's mobile ads business to the big screen, making it among the first CTV solutions designed from the ground up as a true performance system. With Performance CTV, every impression is optimized in real time against specific marketing outcomes with attribution running through the advertiser’s mobile measurement partner (MMP) of choice. The result: app marketers can now reach and convert high-value users across screens with the measurability and precision their businesses demand. Early results show up to 1.5x higher return on investment on CTV than mobile when running campaigns across both, with approximately two-thirds of users who install an app as a result of viewing a Moloco-delivered Performance CTV ad doing so within six hours.

“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.”

Moloco Ads for Performance CTV is built on three pillars that matter deeply to app marketers: access to premium, brand-safe, household CTV inventory across a growing network of supply partners; measurement transparency with full publisher-level reporting through integrations with a buyer’s preferred MMP; and true independence as an open platform that never favors its own inventory or audience data over what's best for the advertiser, with optimization informed by Moloco’s depth of mobile performance expertise. Together, these pillars give app marketers the transparency, control, and accountability they need to drive real results on the biggest screen in the home.

Built on a compound AI system developed over more than a decade, Moloco's technology can reach two billion consumers across more than two million mobile apps. Moloco Ads is the performance advertising platform trusted by app marketers around the world to find, acquire, and retain high-value users at scale – and with Performance CTV, that same proven capability now extends to the living room. As mobile, connected TV, and retail media continue to converge, Moloco is uniquely positioned to help performance marketers navigate that complexity and win.

About Moloco

Moloco is an AI-native performance advertising company built for the open Internet. Founded in 2013, Moloco has spent more than a decade building AI systems that make ads more effective and has dedicated itself to shaping the future of the Internet economy. Its core business, Moloco Ads, is an AI-native performance advertising platform that empowers mobile app marketers to drive real business outcomes across millions of mobile apps and a growing number of connected TV platforms. Moloco Commerce Media, the company's AI-native retail media business, enables retailers and marketplaces to build ad businesses that balance shopper experience with advertiser performance. Moloco's solutions reach over 200 countries and territories, and the company has offices throughout the US, the UK, Germany, Korea, China, India, Japan, and Singapore.

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