Performance tv
Performance belongs on TV
Moloco brings AI-native performance to connected TV advertising. Campaigns are bought, optimized, and measured for app and web outcomes, not attention alone, and every impression is selected based on its predicted value against your business objectives. For years, CTV was measured by reach — with Moloco, you can measure it by growth.
CTV advertising that’s built around outcomes
Moloco brought a decade of performance advertising learnings to the big screen. We didn't retrofit TV for outcomes; we built for them from day one. With AI-optimized bidding at the household level, flexible measurement solutions that include incrementality testing, and transparent reporting, Moloco helps advertisers run CTV ads that actually convert.
How performance CTV works — and what Moloco does differently
Traditional CTV buying vs Moloco Performance CTV
Household-level prediction
traditional ctv
Targets demographic and interest segments using audience assumptions.
moloco performance ctv
Household-level bidding for each impression based on expected conversions to drive real app and web outcomes.
Real-time optimization
traditional ctv
Reports campaign outcomes after delivery, with optimization based on retrospective data.
moloco performance ctv
Continuously optimizes towards CPI, CPA, or ROAS goals using real-time performance signals.
Attribution on your own terms
traditional ctv
Often measures performance through the platform’s own reporting.
moloco performance ctv
For app campaigns, measure through your existing MMP; for web, the Moloco Pixel is also validated by the tools you already trust, like GA4 and Shopify.
Built-in incrementality testing
traditional ctv
May require custom analysis or a third-party incrementality tool.
moloco performance ctv
Run ghost-bidding incrementality tests to measure the true incremental lift Moloco Performance CTV drives.
Premium in-home TV inventory
traditional ctv
May bundle mobile, tablet and out-of-home screens into reported CTV delivery.
moloco performance ctv
Runs across premium streaming apps on in-home TV screens — reporting reflects household-level attention and outcomes.
Moloco Performance CTV
Household-level bidding for each impression based on expected conversions to drive real app and web outcomes.
Continuously optimizes towards CPI, CPA, or ROAS goals using real-time performance signals.
For app campaigns, measure through your existing MMP; for web, the Moloco Pixel is also validated by the tools you already trust, like GA4 and Shopify.
Run ghost-bidding incrementality tests to measure the true incremental lift Moloco Performance CTV drives.
Runs across premium streaming apps on in-home TV screens — reporting reflects household-level attention and outcomes.
Traditional CTV buying
Targets demographic and interest segments using audience assumptions.
Reports campaign outcomes after delivery, with optimization based on retrospective data.
Often measures performance through the platform’s own reporting.
May require custom analysis or a third-party incrementality tool.
May bundle mobile, tablet and out-of-home screens into reported CTV delivery.
We don’t just claim performance, we measure it
Unique audience understanding
Others know what people watch, but Moloco helps predict what they’ll do. We bid based on what we predict a user is worth to your business, not what the inventory costs.
Years of performance data shows how users convert, engage, and drive revenue. So when we bid on a CTV impression, we don't just see a household. We see value, built on real behavior, designed to predict what happens next.
From big screen to business growth
The same compound AI system behind Molcoo’s Ads powers Moloco Performance CTV. CARA evaluates the probability that this household user will convert, the expected value of that user, and the right price to win.
Our CTV campaigns are designed from the start to drive outcomes, and ultimately, growth.
Premium reach
Not all CTV inventory is equal. Inventory bundling — mixing in mobile, tablet, and out-of-home screens — can inflate CTV reach numbers without delivering the living room audience.
Moloco Performance CTV is built for true CTV reach at the household level with ads delivered on in-home TV screens.
And brand safety is built in. Moloco is designed to block fraud in real time — suspicious IPs are filtered before spend.
Ad transparency
See where every ad ran, down to the individual TV app. Publisher-level reporting gives marketers direct visibility into inventory quality, delivery and brand safety.
Attribution runs through your source of truth. App campaigns measure through your current mobile measurement partner . For web, the Moloco Pixel integrates with the measurement tools you already use, including GA4 and Shopify. There is no hidden measurement methodology.
Moloco also supports incrementality testing to measure what CTV added and give a clear performance picture.
Launch performance CTV that actually performs, in just a few steps
Connect
For app campaigns, integrate your MMP and configure a cross-platform view-through link — no custom build required. Works with AppsFlyer, Adjust, Singular, Branch, and Kochava out of the box. For web campaigns performance can be measured through pixel-based tracking and third-party integrations including Google Analytics and Shopify.
Optimize
Moloco bids on CTV inventory in real time, targeting households most likely to convert. Every impression is priced dynamically based on predicted user value, market competition, and your campaign goals.
Measure
Track every outcome through your MMP partner, Moloco pixel, or third-party measurement partner of your choice. Run incrementality tests. See exactly what CTV is driving, with full publisher-level visibility.
One compound AI system, for every growth model
Moloco Performance CTV adapts expertly to different app and web categories, with unique capabilities that draw on decades of experience.
Mobile gaming
Extend your UA strategy beyond mobile and reach gaming audiences your in-app campaigns can't access.
- Reach incremental audiences beyond existing mobile campaigns
- Optimize for installs and post-install events against a target CPI or CPA, rather than demographic proxies or impressions
- Use your mobile measurement partner as the source of truth instead of relying solely on platform-reported attribution
Fintech
Set a CPA target for first deposits and account activations — Moloco optimizes toward it from the first impression.
- Reach net-new users your mobile campaigns aren't converting
- Know which installs CTV drove that mobile wouldn't have with incrementality solutions
- Optimize for first deposits and account activations with strict CAC discipline
iGaming and prediction markets
Set a CPA goal for first-time deposits — our compound AI system makes real-time FTD predictions from the first impression, not a sports-interest demographic hypothesis.
- Drive first-time deposits at scale during March Madness, NFL playoffs, and global live sports events
- Find new users you’re not reaching with your existing mobile inventory
- Leverage AI designed to make real-time FTD predictions from the first impression
Subscription and commerce
Optimize CTV campaigns towards subscriptions and purchases rather than household reach or content affinity.
- Reach net-new users your mobile campaigns are not converting
- Optimize for subscription conversions and purchase events against a target CPA
- Measure CTV’s contribution to growth through incrementality testing
Frequently asked questions
We tried CTV before and it did not perform. Why would Moloco be different?
Moloco Performance CTV optimizes campaigns towards conversion outcomes rather than reach and frequency alone. Attributed conversions become signals that help Moloco’s AI system improve bidding decisions. This creates a different optimization loop from CTV platforms designed primarily for brand awareness.
Campaigns can be tested against an agreed KPI such as CAC, ROAS or LTV, using MMP attribution and ghost-bidding incrementality testing to compare results with your existing performance benchmark.
Is CTV good for app outcomes?
CTV can drive deep-funnel app outcomes when campaigns are bought, optimized, and measured against conversion goals such as purchases, deposits, subscriptions, or other CPA events.
Moloco estimates the likelihood that each household will install, engage with or create value for an app, then prices the impression accordingly. Campaigns can optimize towards installs or post-install events against a target CPI or CPA.
Early Moloco results show that 66% of users who install after a CTV ad impression do so within six hours of exposure. {[data-attribute="init-tooltip"][tooltip-content="<p>Source:<br><br>Moloco internal data. Analysis of 26 advertisers running both Moloco Performance CTV and Moloco mobile UA campaigns simultaneously in the US. Analysis period: January 5–18, 2026. Sample: 350,000+ total CTV installs. Non-LAT devices only. Metric: proportion of CTV-attributed installs occurring within 6 hours of ad impression, weighted average by install volume across all 26 advertisers</p>"]}
How is CTV measured for performance?
CTV performance can be measured across app and web outcomes using attribution and incrementality testing. For app campaigns, Moloco integrates with leading MMPs; for web campaigns, performance can be measured through pixel-based tracking and third-party integrations including Google Analytics and Shopify.
Moloco uses household and IP matching to connect CTV ad impressions with outcomes.
Moloco also supports ghost-bidding incrementality tests to measure the true incremental lift Moloco Performance CTV drives.
What is the difference between CTV and OTT advertising?
OTT describes streaming content delivered over the internet regardless of device. CTV is the portion viewed on a connected television. CTV advertising reaches viewers on internet-connected television screens, while OTT advertising can also include phones, tablets and computers.
Some OTT buys combine television, mobile, tablet and out-of-home delivery in the same reported reach. Moloco Performance CTV focuses on premium streaming apps on in-home TV screens.
Do I need new creative for CTV?
Your existing video creative can often be adapted for Moloco CTV campaigns.
Moloco recommends 15- or 30-second .mp4 assets at 1920 × 1080 pixels, with a maximum file size of 50 MB. The advertiser’s brand logo and App Store or Google Play logo should remain visible throughout.
Moloco's creative studio can also help you adapt or build new creatives for free.
Bring your best performance to the biggest screen in the house
Measure every campaign, optimize every impression, and prove exactly what CTV contributed. Moloco brings performance advertising to the big screen.
