Unlocking the power of mobile app growth beyond walled gardens

Mobile app marketers have relied heavily on walled gardens like Google and Meta for user acquisition for years. While these platforms may feel like a safe and familiar option, they come with limitations — restricted reach, fierce competition, and a lack of transparent reporting. But what if there was more beyond these walls? For marketers, the solution lies on the open internet.

The benefits of advertising outside of walled gardens

The open internet represents a vast and diverse ecosystem with an inventory spanning millions of independent apps and billions of users. There is also a staggering mismatch between where users spend their time and where mobile app marketing budgets flow. According to Statista, 66% of user time is spent on the open internet, yet only 40% of budgets are allocated outside walled gardens.

For marketers, venturing in the open internet might seem daunting, but with the right advertising solution, it’s easier than you may think. 

Moloco’s machine learning does the heavy lifting for you

Specifically designed for the open internet, Moloco’s advanced machine learning (ML) leverages the same caliber technology as the walled garden but applies it to the open internet. Moloco’s ML systems automate key aspects of the optimization process — across targeting, bidding, and budgeting — allowing marketers to focus their efforts on more strategic priorities beyond manual optimizations. Furthermore, Moloco’s ML system is dynamic — for each specific app, it continually learns and adjusts in real-time to adapt and capitalize on ever-changing user behavior. 

With access to more than 3 million apps, 6.7 billion devices, and over 40 exchanges across 190+ countries, Moloco offers a single buying door into the entire open internet ecosystem. Our machine learning technology automatically leverages this vast inventory to optimize performance, ensuring marketers can reach diverse audiences efficiently outside of walled gardens.

Flexible service model coupled with unparalleled transparency

While machine learning is key to driving performance on the open internet, human expertise remains essential. At Moloco, we provide marketers with a flexible service model, offering a range of options spanning fully managed to self-service support – all at no additional charge. This allows marketers to choose the partnership approach that best suits their business needs and available resources.

Moreover, in an era where walled gardens are moving away from transparent reporting, Moloco has taken the opposite approach. Marketers deserve access to granular reporting to validate and feel confident that their marketing dollars drive real business growth. All brands who use Moloco can access reporting down to the log-level to deeply understand performance trends, conduct bespoke analyses to inform future campaign strategies, and even derive insights on user behavior that can be applied to their broader app growth strategy.

How mobile apps are driving success 

‍Pure, a dating app emphasizing honest connections, respect for personal boundaries, and freedom from judgment, sought to acquire new users beyond walled gardens. Pure conducted a test with Moloco compared to a self-attributing network, and the results speak for themselves: Pure achieved a cost-per-install (CPI) of $2.44 with Moloco — nearly four times lower than the $9.43 CPI from the self-attributing network.

South Korea's leading financial investment company, Samsung Securities, looked to increase account openings and implement effective user acquisition and re-engagement campaigns. By leveraging Moloco's advanced machine learning technology, Samsung Securities increased installs by 10X, account opening costs decreased by 1.5X, and account openings rose by 42 percent compared to other channels.

More than just a rewards app, Fetch is focused on building the world's most powerful consumer engagement platform. Their primary goal was to drive installs efficiently while maximizing the return on their ad spend. Using Fetch's first-party data and contextual insights, the Moloco team found that highlighting the app’s ‘inflation-busting’ benefits boosted campaign performance. By leveraging external factors like viral trends and incorporating A/B testing results, Fetch achieved a 40 percent lower cost-per-install compared to their initial target.

Embracing the open internet for mobile app advertising success

As mobile app marketing becomes increasingly competitive, it's crucial to diversify channels and find new avenues for growth. Embracing the open internet is no longer an option — it's now a necessity for long-term success in the dynamic world of mobile app advertising.

‍Don't miss out on incremental growth that lives beyond walled gardens. Connect with us to learn more.