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CTV-Werbung wurde für die Markenbekanntheit entwickelt und im Hinblick auf Leistung nachgerüstet. Dieser war es nicht. Jedes Angebot, jede Impression, jede Optimierungsentscheidung basiert auf einem einzigen Ziel: Wird dieser Haushalt konvertieren?
Blair Hilton
Direktor, Performance Marketing
„Moloco Ads for Performance CTV war im März ein wichtiger Bestandteil unserer College-Basketball-Strategie für Fanatics Sportsbook. Es spielte eine zentrale Rolle bei der Erzielung starker Kampagnenergebnisse — die Leistung übertraf die Erwartungen und ermöglichte es uns, ein breiteres Publikum effizient zu erreichen.“
Traditionelle CTV-Käufe begannen mit dem Fernsehen und fügten die Leistung hinzu. Moloco begann mit der Aufführung und brachte sie ins Fernsehen.
Folgendes bedeutet das in der Praxis.
Traditioneller CTV-Kauf
Moloco Performance Videoüberwachung
Targeting
Demografische Segmente und Interessensegmente. Sie definieren das Publikum. Die Plattform liefert ihr Impressionen.
Gebotsabgabe auf Haushaltsebene auf der Grundlage des prognostizierten Konversionswerts — basierend auf jahrelangen Leistungsdaten von Mobilgeräten, nicht auf demografischen Proxys.
Optimierung
Traditionelle CTV-Käufe berichten über die Ergebnisse nach der Kampagne. Sie erfahren, wie es funktioniert hat — Sie fahren es nicht in Echtzeit.
Installationen oder In-App-Ereignisse, die von Ihrem MMP gemeldet werden, aktualisieren das Modell. Die Optimierung erfolgt kontinuierlich, nicht nach der Kampagne.
Messung
Selbstzuweisung ist die Norm beim traditionellen CTV-Kauf. Die Zahlen befinden sich im Plattform-Dashboard — nicht in Ihrem unabhängigen Messstapel.
Die Zuordnung erfolgt über Ihr MMP — AppsFlyer, Adjust, Singular, Branch oder Kochava. Keine proprietäre Ebene. Was Ihr MMP meldet, ist passiert.
Inkrementalität
Für den herkömmlichen Kauf von CTVs ist häufig eine benutzerdefinierte Einrichtung oder ein Tool eines Drittanbieters erforderlich.
Integrierte Inkrementalität für Ghost-Bidding. Sehen Sie genau, was das CTV-Laufwerk dieses Handy alleine nicht hätte — es ist kein Drittanbieter-Tool erforderlich.
Inventar
Herkömmliche CTV-Käufe bündeln häufig mobile Streams, Tablet-Views oder Bildschirme von unterwegs in ihren Liefernummern.
Tools zum Herausfiltern von Handys, Tablets, Bars und Flughäfen. Läuft auf Premium-Streaming-Apps auf Fernsehbildschirmen zu Hause — Tubi, Peacock, Paramount+, ESPN, Roku, Samsung TV Plus, LG Channels und mehr. Jede Platzierung, die in der Berichterstattung bis hin zur jeweiligen TV-App sichtbar ist.
Kanalübergreifendes Signal
Targeting- und Optimierungsmodelle werden anhand von Fernsehzuschauerzahlen und Inhaltssignalen trainiert — nicht anhand von Konversionsereignissen von Apps. Mobilfunk und CTV laufen auf getrennten Dateninfrastrukturen.
Mobile und CTV nutzen dieselbe Leistungsdatenbasis. Wenn beide zusammen betrieben werden, ergibt sich ein 1,5-mal höherer Gesamt-ROAS als bei Mobilgeräten allein. *
* Interne Daten von Moloco. Analyse von Kampagnen, bei denen in den USA sowohl Moloco In-App als auch Moloco Performance CTV gleichzeitig ausgeführt werden. Die Methodik wird im demnächst erscheinenden Moloco CTV Measurement Guide ausführlich beschrieben.
Qualität erreichen
Gebündelte Umgebungen — Handy-, Tablet- und Außenbildschirme — können die Reichweitenzahl in die Höhe treiben.
Echte CTV-Reichweite auf Haushaltsebene — Werbung wird nur auf heimischen Fernsehbildschirmen geschaltet, nicht auf Bars, Flughäfen oder Wartezimmern.
Think CTV Ads Don't Perform?
of users who convert after a CTV ad do so within 6 hours*
Moloco internal data, US Beta advertisers running CTV + Mobile UA, Jan 5–18, 2026; 350K+ installs-weighted average across advertisers.
comparing Moloco CTV Campaigns vs. Mobile Campaigns*
Moloco internal data, US Beta advertisers running Moloco Performance CTV + mobile UA campaigns simultaneously, Jan 5–18, 2026; D7 ROAS; weighted across eligible advertisers.
Why CTV hasn’t delivered — until now
Reach, not results
When platforms charge a fixed CPM plus fees, impressions cost the same. They get paid either way, so there’s no direct incentive to find the impressions most likely to drive installs.
Lack of Optimizaton
There’s a difference between measuring installs and driving them. Others report what happened after the fact instead of actively finding and bidding on the users most likely to convert.
Attribution = a black box
Attribution is platform-reported. The same platform buying your media is also measuring its own performance — with no independent verification.
THE SOLUTION
Your independent mobile measurement platforms. Your numbers. Full visibility.
Attribution runs through the MMP you already use — AppsFlyer, Adjust, Singular, Branch, Kochava.
See where your ads ran — down to the TV app.
Publisher-level reporting is available from day one, so you can validate inventory quality and brand safety yourself.
Measure CTV’s true impact on growth.
We support incrementality testing because when mobile runs alongside CTV, last-click often misses the full picture.
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.Some platforms inflate reach — mixing in mobile, tablet,
and out-of-home screens.
Moloco filters out known public IP addresses.
Built for quality
Designed to block fraud in real time — suspicious IPs filtered before spend.
Others know what people watch. We predict what they’ll do.
We bid on what 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 predicted value. Built on real behavior. Designed to predict what happens next.
The same AI infrastructure that processes billions of mobile ad opportunities every day powers Moloco Performance CTV.
Before a bid is placed, our AI has already estimated the probability that this household will convert on mobile, the expected value of that household user, and the right price to win — based on how similar users behave across devices and apps.
CTV campaigns designed from the start to drive mobile app outcomes, not just TV-screen reach.
Choose your optimization goals and connect your existing MMP for tracking.
1
Connect
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.
2
Optimize
Moloco bids on CTV inventory in real time, targeting households most likely to convert — not just watch. Every impression is priced dynamically based on predicted user value, market competition, and your campaign goals.
3
Measure
Track every outcome through your MMP. Run incrementality tests. See exactly what CTV is driving — installs, FTDs, purchases, and deeper in-app events — with full publisher-level visibility.
THE SOLUTION
Your independent mobile measurement platforms. Your numbers. Full visibility.
Attribution runs through the MMP you already use — AppsFlyer, Adjust, Singular, Branch, Kochava.
See where your ads ran — down to the TV app.
Publisher-level reporting is available from day one, so you can validate inventory quality and brand safety yourself.
Measure CTV’s true impact on growth.
We support incrementality testing because when mobile runs alongside CTV, last-click often misses the full picture.
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.Some platforms inflate reach — mixing in mobile, tablet,
and out-of-home screens.
Moloco filters out known public IP addresses.
Built for quality
Designed to block fraud in real time — suspicious IPs filtered before spend.Fraud blocked in real time — suspicious IPs filtered before spend.
Others know what people watch. We predict what they’ll do.
We bid on what 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 predicted value. Built on real behavior. Designed to predict what happens next.
The same AI infrastructure that processes billions of mobile ad opportunities every day powers Moloco Performance CTV.
Before a bid is placed, our AI has already estimated the probability that this household will convert on mobile, the expected value of that household user, and the right price to win — based on how similar users behave across devices and apps.
CTV campaigns designed from the start to drive mobile app outcomes, not just TV-screen reach.
Choose your optimization goals and connect your existing MMP for tracking.
1
Connect
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.
2
Optimize
Moloco bids on CTV inventory in real time, targeting households most likely to convert — not just watch. Every impression is priced dynamically based on predicted user value, market competition, and your campaign goals.
3
Measure
Track every outcome through your MMP. Run incrementality tests. See exactly what CTV is driving — installs, FTDs, purchases, and deeper in-app events — with full publisher-level visibility.
Traditional CTV buying is hypothesis-driven — you select a demographic audience, constrain reach to pre-chosen inventory, and find out how it performed after the budget is spent. Moloco is outcome-driven. Moloco’s AI is designed to identify and optimize toward your unique high-value users in real time, based on predicted conversion value before every bid. We're not testing an assumption about who your best users are — we're finding them.
Many CTV platforms built for brand buyers use a different optimization loop - designed around reach and frequency - not conversion outcomes. Ours runs through your MMP. Every attributed install or in-app event becomes a signal that updates the model. That's a structurally different feedback mechanism, not just a better version of the same thing.
Rather than debating whether CTV can work in theory, let's run a tight test that's set up for performance from day one. We'll define the KPI with you — CAC, ROAS, or LTV — use MMP-based attribution plus built-in ghost-bidding incrementality, and compare Moloco CTV performance against your current benchmark. If it can't clear that bar, you'll know quickly and objectively.
Faster than most people expect. Early results show 66% of users who install after seeing a CTV ad do it within 6 hours of exposure. The intent signal is strong and the conversion window is short.
It doesn't have to — and the early data suggests you shouldn't. CTV reaches an audience mobile can't, and when both run together, ROAS can improve. CTV amplifies what's already working.
Moloco uses IP and household matching to connect CTV ad exposures to mobile app installs, then passes attribution data to your existing MMP. No custom engineering is needed — configure a cross-platform view-through link per our setup guide.
This is one of the most common places CTV performance gets undercounted. Moloco provides a supplemental install report alongside your MMP view so you can see CTV's full contribution. We also offer incrementality testing to measure true lift independent of attribution models.
We recommend a 48-hour view-through window and enabling cross-platform attribution in your MMP. For AppsFlyer, also enable equal attribution priority with a 6-hour window. Full setup guides are available for all major MMPs.
Moloco filters out known public IP addresses in order to have your ads run on household TV screen inventory on private IP addresses, filtering out mobile, tablet, bars and airports. You can see exactly where every ad ran, down to the specific TV app.
Moloco uses oCPM — every impression is priced dynamically based on predicted user value and your specific campaign goals. This is structurally different from fixed CPM models, where every impression costs the same regardless of its likelihood to convert.
Campaigns require a minimum of $1K/day. The first 21 days are the learning period — we recommend avoiding major changes during this time to allow the model to optimize fully.
We recommend 15s and 30s .mp4 video assets (1920x1080, max 50MB). Your brand logo and App Store / Play Store logos should remain on screen throughout. Existing brand video can often be adapted — we're happy to share creative best practices.
Getting started doesn't require a long procurement process or complex measurement setup. If you're already on Moloco mobile, your MMP integration is largely in place. We’ve designed our system to get advertisers live within days, not months.
Connected TV (CTV) refers to any television that connects to the internet and streams digital content — think smart TVs, Roku, Fire TV, and Apple TV. Unlike linear TV, CTV allows advertisers to serve targeted, measurable ads to specific households, with the ability to track outcomes like app installs, purchases, and first-time deposits.
The most common challenges are opaque inventory quality, self-reported attribution, and impression-focused buying that never connects to real business outcomes. Moloco is built to solve all three: fraud detection that blocks suspicious inventory in real time, third-party MMP attribution with no proprietary layer, and AI that optimizes toward your actual goals, not just reach.
OTT (over-the-top) refers to streaming content delivered over the internet, regardless of device (phones, tablets, desktops, and TVs). CTV is a subset of OTT specifically on television screens. Most OTT buys mix device types and dilute the quality of your reach. Moloco focuses on CTV household inventory on private IP addresses, helping ensure impressions are delivered to viewers at home, on the big screen — not mobile devices.
