Moloco, Nestlé-Purina, Snapchat, and Mistplay Discuss the Rise of the Independent App Ecosystem at MAU Vegas 2025

Moloco, a leader in operational machine learning (ML) and performance advertising, today announced it will be participating in the event, Mobile Apps Unlocked (MAU) Vegas 2025. As a title sponsor of this event, Moloco will lead a customer panel session featuring Nestlé-Purina, Snapchat, and Mistplay; present a keynote session; and offer an interactive booth experience with an informative quiz that tests how well marketers know their target audiences.

Beth Berger, Vice President, Moloco Ads, will lead the customer panel session, “Exploring Today’s Mobile Moment,” alongside executives from Nestlé-Purina, Snapchat, and Mistplay, three of Moloco’s customers. The session will unpack the major shifts redefining the mobile app landscape including the fragmentation of user attention.

The panel session will offer a data-rich discussion on the opportunities and challenges presented by changing consumer behavior on mobile apps, such as dynamic user behavior patterns across various app categories and the role AI plays in making high-quality optimizations. The session will also provide tactical examples of how these brands are finding success and driving higher ROI, including:

• Nestlé-Purina, a leading pet care brand, reached a growth plateau with traditional social and search platforms and turned to Moloco to acquire net-new, high-value users for its MyPurina app. With enhanced measurement visibility into incrementality results, brand safety controls and deep creative collaboration, Nestlé-Purina now rapidly iterates creative campaigns and drives conversion-focused performance at scale.
  ‍
• Snapchat, the visual communication app that empowers people to express themselves, live in the moment, and have fun together, is leveraging Moloco to drive measurable impact for user acquisition and retention. Snapchat leverages incrementality measurement frameworks to pinpoint how high-performing partners such as Moloco can drive measurable impact. With over 900 million Monthly Active Users, Snapchat is the easiest and fastest way to communicate the full range of human emotions with your friends without pressure to be popular, pretty, or perfect.
  ‍
• Mistplay, a loyalty and rewards app, partners with Moloco to drive incremental reach and high value return on investment. By leveraging deeper analytics collaboration and insights into modern user behavior, Mistplay unlocked new performance gains, enabling smarter optimization and strategic scaling as it turns everyday in-app interactions into meaningful experiences.

“Our customers today feel more pressure than ever to drive incremental results, and prove incrementality via trusted measurement methods back to their organization,” said Beth Berger, Vice President, Moloco Ads. “With Moloco, customers can find incremental users outside of big tech on the independent app ecosystem. That ecosystem is made up of over 3 million independent apps that consumers love. The data shows that when advertisers diversify their channel mix, it is proving to have incrementally positive ROI lifts.”

“We were facing a real challenge in breaking through to the next level of growth for the MyPurina app. It turns out that working with a partner outside of social and search like Moloco was what we needed to find net new users, ” said Diana Gilbert, Performance and Personalization Marketing Manager, Nestlé-Purina. “With Moloco’s help, we  were able to reach fresh audiences in a way we couldn’t before, and we could validate these users were incremental, which means we would have never brought them into our app unless they saw our ads with Moloco.”

Moloco Ads is an end-to-end, AI-powered advertising platform built to drive real business outcomes in today’s mobile-first world. As apps become the next frontier for advertisers, Moloco provides access to over 2 billion daily active users across more than 2.8 million independent apps. The platform simplifies user acquisition and re-engagement, delivering measurable outcomes through deep funnel optimization, immersive ad formats, and real-time transparency. With trusted performance recognized by industry leaders, Moloco empowers advertisers to navigate a fragmented mobile landscape with the scale, safety, and accountability needed to drive long-term growth.

This panel will take place on Wednesday, May 21, 2025, at 10 a.m. at the MGM Grand Hotel on the Main Stage in the Boulevard Ballroom. To learn more about Moloco Ads, visit Booth #201 at MAU Vegas 2025 or https://www.moloco.com/.