New Delhi: Moloco has announced the launch of Moloco Ads for Performance CTV, a new solution designed to bring mobile-style performance advertising capabilities to connected television (CTV), enabling app marketers to drive measurable outcomes on the big screen.
The launch marks a significant step in unlocking CTV as a performance-driven channel for app marketers, an area that has traditionally been dominated by brand-led advertising with limited real-time optimisation and attribution capabilities.
“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.”
While global CTV ad spending is estimated between $40 billion and $45 billion, most existing solutions continue to rely on demographic targeting and post-campaign measurement, offering limited feedback loops for performance marketers. Moloco’s new offering aims to address this gap by enabling real-time optimisation of every impression based on defined marketing outcomes.
Built on Moloco’s AI infrastructure, Performance CTV integrates with advertisers’ mobile measurement partners (MMPs), allowing seamless attribution and enabling marketers to track installs, engagement, and return on investment across devices. Early campaign data suggests up to 1.5x higher ROI on CTV compared to mobile when campaigns are run across both channels, with a majority of conversions occurring within hours of ad exposure.
“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.”
The platform is built on three core pillars: access to premium and brand-safe CTV inventory, transparent measurement with publisher-level reporting, and an open, independent ecosystem that prioritises advertiser outcomes over proprietary inventory advantages.
Moloco’s AI-driven platform, developed over more than a decade, currently reaches over two billion consumers across more than two million mobile applications globally. With the introduction of Performance CTV, the company is extending its performance marketing capabilities beyond mobile to the rapidly evolving CTV ecosystem.
As convergence between mobile, connected TV, and retail media accelerates, Moloco is positioning itself to help app marketers navigate this complexity with data-driven, outcome-focused solutions designed to maximise engagement and conversion across screens.
