.png)
Performance CTV.
Built to convert.
CTV advertising was built for brand awareness and retrofitted for performance. This one wasn't. Every bid, every impression, every optimization decision is built around a single goal: will this household convert?
.avif)
"Moloco Ads for Performance CTV was a key component of our college basketball strategy for Fanatics Sportsbook this March. Moloco played a central role in delivering strong campaign results – performance exceeded expectations and enabled us to reach a broader audience efficiently."
See the Moloco difference
Traditional CTV buying started with television and added performance.
Moloco started with performance and brought it to TV.
Here's what that means in practice.
Demographic and interest segments. You define the audience. The platform serves impressions to it.
your outcomes
Household-level bidding based on predicted conversion value — informed by years of mobile performance data, not demographic proxies.
Traditional CTV buying reports on outcomes after the campaign. You find out how it performed — you don't drive it in real time.
When you set a CPI or CPA goal, real-time signals informs the AI system designed to improve over time.
Self-attribution is the norm in traditional CTV buying. Numbers live in the platform dashboard — not your independent measurement stack.
Attribution runs through your MMP — AppsFlyer, Adjust, Singular, Branch, or Kochava. No proprietary layer. What your MMP reports is what happened.
To learn more, download our Measurement Playbook.
Traditional CTV buying often requires custom setup or a third-party tool.
Ghost-bidding incrementality available to help you see what CTV drove that mobile alone wouldn't have — no third-party tool required.
Traditional CTV buys often bundle mobile streams, tablet views, or out-of-home screens into their delivery numbers.
Tools to filter out mobile, tablet, bars, and airports. Runs on premium streaming apps on TV screens at home — Tubi, Peacock, Paramount+, ESPN, Roku, Samsung TV Plus, LG Channels, and more. Every placement visible in reporting down to the specific TV app.
Targeting and optimization models are usually trained on TV viewership and content signals — not app conversion events. Mobile and CTV run on separate data infrastructures.
Mobile and CTV share the same performance data foundation. Running both together produces 1.5x higher aggregate ROAS than mobile alone. ⓘ
Bundled environments — mobile, tablet, and out-of-home screens - can inflate reach counts.
TV screens
True CTV reach at the household level — ads delivered on in-home TV screens, not bars, airports, or waiting rooms.
Think CTV ads don't perform?
Moloco CTV
delivers
66%
of users
1.5x higher
ROAS
How top growth teams scale with Moloco
"With ongoing support across budget management, creative strategy, and user-level data insights, we were able to continuously optimize performance and consistently meet our KPIs, leading to sustained campaign execution."
“Moloco’s CTV incrementality test was a turning point that helped us move beyond the perception of CTV as a branding channel and demonstrate its potential as a performance-driven user acquisition channel through measurable incremental impact.”
"Legal compliance was a top priority when we started scaling Fanatics Sportsbook, especially with different online sports betting compliance requirements in every state. We needed an ad partner that could navigate those complexities and still help us grow. Moloco delivered. Their reporting tools gave us clear visibility into where our ads were running, which helped us verify brand safety and quality. That level of transparency gave us the confidence to expand our relationship with Moloco and launch campaigns in more states."
"Moloco’s CTV incrementality test was a turning point that helped us move beyond the perception of CTV as a branding channel and demonstrate its potential as a performance-driven user acquisition channel through measurable incremental impact."
CTV's moment as a
performance channel is here
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 optimization
There’s a difference between measuring installs and driving them. Others often 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.
Moloco doesn't just claim performance. We measure it.
Transparency
Your independent mobile measurement platforms. Your numbers.
Full visibility.
Attribution runs through the MMP you already use — AppsFlyer, Adjust, Singular, Branch, Kochava. Your numbers. Full visibility.
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.
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 filters out known public IP addresses.
Build for brand safety
Designed to block fraud in real time — suspicious IPs filtered before spend.
Unique audience understanding
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.
From big screen to app install
The same compound AI system that processes billions of mobile ad opportunities every day powers Moloco Performance CTV.
Before a bid is placed, Moloco’s AI has already estimated the probability that this household user will convert on mobile, the expected value of that user, and the right price to win — based on how similar users behave across devices and apps.
CTV campaigns are designed from the start to drive mobile app outcomes, not just TV-screen reach
From setup to live campaign in just a few steps
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.
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.
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.
CTV performance,
built for your industry
.webp)
.webp)
.webp)
Mobile gaming
Extend your UA strategy beyond mobile and reach gaming audiences your in-app campaigns can't access.
- Reach incremental audiences outside your existing mobile inventory pool
- Optimize for installs and post-install events against a target CPI or CPA — not demographic proxies or impressions
- Ensure your MMP is your source of truth rather than solely relying on platform-reported credit
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 & prediction
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 live sports events
- Reach net-new users outside your existing mobile inventory pool
- Leverage AI designed to make real-time FTD predictions from the first impression.
Subscription & Commerce
Optimize for subscription conversions and purchase events against a target CPA — not household reach or content affinity.
- Target net-new users your mobile campaigns aren't converting
- Optimize for subscription conversions and purchase events, not household reach or content affinity
- Measure true contribution to growth with incrementality testing
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 & Prediction
Set a CPA goal for first-time deposits — our AI 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 live sports events
- Reach net-new users outside your existing mobile inventory pool
- Leverage AI designed to make real-time FTD predictions from the first impression, not a sports-interest demographic hypothesis
Subscription & Commerce
Optimize for subscription conversions and purchase events against a target CPA — not household reach or content affinity.
- Target net-new users your mobile campaigns aren't converting
- Optimize for subscription conversions and purchase events, not household reach or content affinity
- Measure true contribution to growth with incrementality testing
FAQ
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 improves our AI system. 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, run a 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. ⓘ
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.
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 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.
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.