Moloco Launches 'Performance CTV' Targeting App Marketing
Published2026.05.11 14:11
Extending mobile advertising technology to TV and addressing the limitations of CTV performance measurement
Moloco announced on the 11th that it has launched a new solution for app marketers, 'Moloco Performance CTV'. This solution is designed to enable the execution of advertisements aimed at app installation and user engagement even in a TV viewing environment.
CTV is considered a rapidly growing channel in the advertising market. According to market research firm eMarketer, global CTV advertising spending amounts to approximately $40 billion to $45 billion. However, as existing CTV advertising is often operated with a focus on increasing brand awareness, there were limitations for app marketers in measuring performance in real time and adjusting campaigns.
Moloco focused on this point. 'Moloco Performance CTV' is a solution that adapts AI-based optimization technology used in mobile advertising to the TV environment. Optimizes ad impressions to specific marketing performance based on attribution integrated with the advertiser's Mobile Measurement Partner (MMP).
Through this, app marketers can run campaigns based on performance indicators such as app installations, user acquisition, and engagement, going beyond simple exposure in TV advertising. Moloco plans to secure household-level CTV inventory through its partner network and provide publisher-level performance reporting.
Initial performance analysis showed that when mobile and CTV campaigns were run together, CTV recorded an ROI up to 1.5 times higher than mobile. Additionally, it was found that approximately two-thirds of users who installed the app after watching Moloco Performance CTV ads completed the installation within six hours of viewing.
Blair Hilton, Fanatics’ Director of Betting and Gaming Performance Marketing, explained that the solution played a key role in Fanatics Sportsbook’s college basketball marketing strategy last March.
Sunil Rayan, Moloco's Chief Business Officer and Head of Moloco Ads, stated that CTV is an area that is not yet fully utilized by app marketers and announced plans to extend measurement technologies proven in mobile advertising to the TV environment.
Moloco plans to extend the measurement and optimization capabilities it has utilized in mobile advertising to the CTV environment through this solution.
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