Moloco brings performance‑driven ads to CTV with new Moloco Ads launch

Moloco has launched Moloco Ads for Performance CTV, a new solution that extends its AI‑driven performance‑ad stack from mobile apps to the connected‑television (CTV) environment. The platform is designed to let app marketers run true performance campaigns on CTV measuring and optimising CTV impressions for installs, in‑app actions, and revenue, rather than just reach and brand lift.

Until now, much of the CTV ecosystem has operated on broad‑reach, cookie‑style buys, with limited granular attribution and real‑time optimisation. Moloco’s Performance CTV offering aims to close that gap by applying the same deep‑learning engine used for its mobile performance‑ad business to the big screen. Every ad impression is evaluated and optimised in real time against an advertiser‑defined outcome, with attribution flowing through the marketer’s preferred mobile‑measurement partner (MMP).

Early internal data suggest that campaigns that run across both mobile and CTV see up to around 1.5× higher return on investment when CTV is included, with roughly two‑thirds of users who install an app after viewing a Moloco‑delivered Performance CTV ad doing so within six hours of exposure. This signals that CTV, when treated as a performance‑driven channel, can drive not only high‑impact reach but also time‑sensitive conversions that align with mobile‑growth funnels.

Moloco’s CTV product is built on three core pillars: access to premium, brand‑safe household‑level CTV inventory across a growing network of supply partners; transparent, publisher‑level measurement via MMP integrations; and an open‑platform architecture that does not favour any proprietary inventory or first‑party data over advertiser‑chosen sources. The result is a CTV stack that feels more like running a mobile‑UA campaign configurable, measurable, and optimisable while still leveraging the engaged, large‑screen environment of the living room.

For app and game marketers, this launch means CTV can now be treated as part of a unified cross‑screen performance strategy, sharing audiences, lookalikes, and optimisation signals between mobile and TV. Moloco is positioning itself as one of the first players to build a CTV solution end‑to‑end as a performance system, rather than retrofitting traditional TV practices into a programmatic wrapper. As streaming‑driven CTV viewership continues to rise, the company’s move to bring AI‑driven, performance‑first advertising to the biggest screen in the home could reshape how digital‑native brands approach TV‑scale growth.