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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?
Blair Hilton
Director, Performance Marketing
“Moloco Ads for Performance CTV was a key component of our college basketball strategy for Fanatics Sportsbook this March. It played a central role in delivering strong campaign results – performance exceeded expectations and enabled us to reach a broader audience efficiently.”
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.
Traditional CTV Buying
Moloco Performance CTV
Targeting
Demographic and interest segments. You define the audience. The platform serves impressions to it.
Household-level bidding based on predicted conversion value — informed by years of mobile performance data, not demographic proxies.
Optimization
Traditional CTV buying reports on outcomes after the campaign. You find out how it performed — you don't drive it in real time.
Installs or in-app events reported by your MMP updates the model. Optimization runs continuously, not post-campaign.
Measurement
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.
Incrementality
Traditional CTV buying often requires custom setup or a third-party tool.
Ghost-bidding incrementality built in. See exactly what CTV drove that mobile alone wouldn't have — no third-party tool required.
Inventory
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.
Cross-channel signal
Targeting and optimization models are 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.*
* Moloco internal data. Analysis of campaigns running both Moloco in-app and Moloco Performance CTV simultaneously in the US. Methodology detailed in the forthcoming Moloco CTV Measurement Guide.
Reach quality
Bundled environments — mobile, tablet, and out-of-home screens -can inflate reach counts.
True CTV reach at the household level — ads delivered only on in-home TV screens, not bars, airports, or waiting rooms.
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.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.
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.
