Nexon 借助 Moloco Performance CTV 实现增量效果，新用户注册增幅最高达 3 倍

To sustain the growth of its live-service game, Nexon needed to continuously acquire both new and returning users. As they explored CTV as a new channel beyond mobile UA, their key question was simple: Can CTV truly drive new users?

Answering this was not easy. Nexon’s measurement framework focused strictly on incrementality, only counting outcomes that would not have happened without advertising. In addition, users can be exposed across multiple environments, making it challenging to cleanly separate test and control groups.

On top of that, CTV operates at the household (IP) level, while Nexon measures performance at the individual game account level. This mismatch made it difficult to accurately measure impact. This required a highly rigorous and carefully designed testing approach.

To address this, Nexon partnered with Moloco to design a rigorous incrementality test tailored to the CTV environment and validate the impact.

1. Measuring Incremental Impact with Ghost Bidding–Based RCT

Moloco’s Data Science team worked closely with Nexon to design a randomized controlled trial (RCT) using a Ghost Bidding framework. While alternative methods exist,  RCTs provide a higher level of accuracy and reliability compared to alternative approaches. At the time, for Nexon, Moloco was the only partner capable of supporting this structured test in CTV, making it a key factor in their partner selection.

The audience was split evenly into test and control groups. Moloco’s system participated in auctions for both groups but served ads only to the test group. For the control group, “ghost bids” were submitted without showing ads. This ensured both groups experienced the same auction conditions, while isolating the true impact of ad exposure.

2. End-to-End Collaboration from Test Design to Analysis

Moloco and Nexon worked together to design and maintain a clean and reliable test environment, minimizing potential bias and ensuring the results could be trusted. Nexon focused on minimizing contamination between test and control groups, while closely collaborating with Moloco to ensure the test setup aligned with their measurement approach.

Moloco’s Data Science and Growth teams provided end-to-end support - from initial MMP integration and campaign execution, test design, and data analysis - enabling Nexon to run the test smoothly and confidently evaluate the true incremental impact of CTV.

• Nexon’s test indicated that CTV can drive incremental new users and expand reach beyond mobile UA, validated through the incrementality testing. 
• This requires a trusted partner like Moloco that does robust, reliable incrementality testing.

As incrementality becomes increasingly central to sustainable growth, establishing the right testing framework - and working with partners equipped to support it - will be key to unlocking the full potential of CTV advertising. Get in touch to learn how Moloco Performance CTV can drive true incremental impact.