Moloco has launched Moloco Ads for Performance CTV, expanding its performance advertising capabilities to connected TV for app marketers. The move has aimed to enable measurable outcomes such as app installs and user engagement on the television screen.
The company has introduced the offering to address gaps in connected TV advertising, where performance measurement and real-time optimisation have remained limited. The new solution has applied the same AI systems used in mobile advertising to connected TV environments, allowing campaigns to be optimised against defined outcomes.
Connected TV advertising has continued to grow globally, with spending estimated between $40 billion and $45 billion, but existing solutions have largely relied on demographic targeting and post-campaign measurement. Moloco’s Performance CTV has been designed to enable real-time optimisation and attribution through integration with mobile measurement partners.
The platform has allowed advertisers to access premium CTV inventory, receive publisher-level reporting, and operate within an open ecosystem without prioritising owned inventory or data. The company has positioned the offering as a performance-driven system rather than a traditional brand-focused solution.
Early campaign results have indicated up to 1.5 times higher return on investment on CTV compared to mobile when campaigns have run across both channels. Approximately two-thirds of users who have installed an app after viewing a Moloco-delivered CTV ad have completed the action within six hours.
The launch has built on Moloco’s existing AI infrastructure, which has reached over two billion consumers across more than two million mobile apps. With this expansion, the company has extended its performance advertising model to the connected TV ecosystem as mobile and television channels continue to converge.
“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.”
“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.”
