New solution brings performance-focused advertising, real-time optimization and measurable outcomes to connected TV

Moloco, an AI-powered advertising technology company, has announced the launch of Moloco Ads for Performance CTV, bringing its AI-driven mobile performance advertising capabilities to connected TV (CTV).

The new solution is designed to help app marketers use the large-screen environment to drive measurable outcomes such as app downloads and user engagement. While CTV attracts significant consumer attention, performance-focused advertising and direct measurement have traditionally been more limited on the platform.

“Connected TV represents one of the biggest untapped opportunities for app marketers today,” said Sunil Rayan, Chief Business Officer and General Manager of Moloco Ads. “With Performance CTV, we’re bringing the measurability and precision that app marketers expect from mobile to the world of television.”

Bringing Mobile Performance Advertising to CTV

Global CTV advertising spending is estimated at approximately $40 billion to $45 billion, according to eMarketer, with continued growth expected.

However, many CTV advertising solutions continue to rely on traditional audience and demographic targeting, with campaign performance often assessed after advertising has already been delivered. Moloco says this approach has historically made CTV more closely aligned with brand advertising than performance marketing.

Moloco Ads for Performance CTV applies the company’s AI technology to CTV advertising, allowing impressions to be optimized in real time against defined marketing objectives.

Campaign attribution is handled through the advertiser’s preferred mobile measurement partner (MMP), allowing app marketers to connect CTV exposure with measurable downstream actions.

According to Moloco, early results have shown up to 1.5x higher ROI on CTV compared with mobile when advertisers run campaigns across both channels. The company also reports that approximately two-thirds of users who install an app after viewing a Moloco-delivered Performance CTV advertisement do so within six hours.

Performance CTV Built Around Transparency and Control

Moloco says its Performance CTV offering is built around three key capabilities:

• Premium CTV inventory: Access to brand-safe, household CTV inventory across an expanding network of supply partners.

• Transparent measurement: Publisher-level reporting through integrations with the advertiser’s preferred MMP.

• Open-platform approach: The platform does not prioritize its own inventory or audience data, with campaign optimization instead informed by Moloco’s mobile performance advertising expertise.

These capabilities are intended to give app marketers greater visibility into where their ads appear, how audiences respond and how campaigns contribute to business outcomes.

“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.

Hilton added that Moloco contributed to the campaign’s performance while helping the company reach a broader audience efficiently.

Extending Moloco’s AI Advertising Platform

Moloco’s advertising technology is built on an AI system developed over more than a decade. The company says its technology can reach approximately 2 billion consumers across more than 2 million mobile apps.

Moloco Ads is designed to help app marketers acquire and retain high-value users at scale through performance-focused advertising.

With the introduction of Performance CTV, those capabilities now extend beyond mobile into the connected-TV environment. As mobile, CTV and retail media increasingly become interconnected parts of the advertising ecosystem, Moloco is expanding its AI-powered approach to help marketers manage campaigns and measure performance across screens.