Raising the Bar: How Moloco Protects Players and RMG Brands Through Responsible Advertising

In Real Money Gaming (RMG), success isn’t just measured by user acquisition or return on ad spend—it’s also about trust. Trust from users, trust from regulators, and trust from partners who demand ethical, transparent, and legally compliant practices.

At Moloco, we take that responsibility seriously.

As the advertising landscape becomes more complex—especially with fragmented regulations across regions and limited user signals in pockets like LAT (Limited Ad Tracking)—Moloco is committed to setting a higher standard in responsible RMG marketing.

Why Compliance Comes First

RMG apps face strict global regulations, particularly when it comes to marketing to minors. In most jurisdictions, RMG platforms are prohibited from targeting users under 18 or 21, depending on the country or app type. That makes legal compliance the #1 priority for advertisers—and for us.

We understand that many of our customers are unwilling to run campaigns unless they can guarantee compliance with these regional standards. We don’t see that as a barrier—we see it as an opportunity to lead the industry forward.

🚫 The LAT Challenge—and Why It Matters

One of the biggest blind spots in the industry is LAT (Limited Ad Tracking) traffic. Due to a lack of available user signals, no solution currently exists on the open internet that allows RMG advertisers to confidently exclude underage users on LAT inventory.

That’s a problem—and one we’re actively working to solve.

Until we can guarantee brand-safe, regulation-compliant targeting, we understand and respect that some customers prefer not to spend in these segments. But we're not standing still. Moloco is investing in building the best-in-class targeting solutions that allow RMG advertisers to tap into this inventory—ethically and responsibly.

🛡️ What Moloco Does Today to Protect Players and Brands

Moloco already has several safeguards in place to ensure responsible RMG advertising at scale:

• Automatic Blocking of Non-Brand-Safe Apps: On the back end, we automatically block apps deemed unsafe for RMG placements.
  
• Exchange-Blocked Categories: We set the app’s IAB category to IAB9-7 (Card Games). This ensures Moloco doesn’t serve ads in environments where that category is explicitly excluded—providing a cleaner, more compliant inventory pool.
  
• Age-Gated Content Ratings: All RMG app campaigns are set with content ratings of 17+, 18+, or PEGI 18. This ensures Moloco only bids on inventory that accepts adult-rated advertisers and avoids placements in apps targeting minors. These ratings are automatically pulled in during app setup and can be manually adjusted to meet market-specific compliance needs.
  

These steps aren’t just technical toggles—they’re part of our broader mission to make performance advertising safer, smarter, and more aligned with the regulations that matter most to our customers.

A Safer, Smarter Path Forward for RMG Advertising

RMG brands don’t just need reach—they need confidence. Confidence that their ads won’t be shown to the wrong audiences. Confidence that every dollar spent supports both growth and good governance.

At Moloco, we’re not just helping advertisers hit their KPIs—we’re helping them protect their players, their brands, and their future.

That’s how we win responsibly.