Moloco has launched an artificial intelligence-powered performance advertising platform for connected TV, aimed at enabling app marketers to bring mobile-grade measurement and optimisation capabilities to the CTV environment.
The platform is designed to address a growing demand for performance-driven advertising solutions in connected TV, a segment that has traditionally been associated with brand awareness campaigns rather than direct response marketing. By integrating advanced AI models, Moloco aims to provide advertisers with tools that can deliver measurable outcomes in the CTV space.
According to the company, the solution leverages machine learning to optimise ad placements and targeting in real time. This enables marketers to reach audiences more effectively while improving campaign performance. The platform is built to support data-driven decision-making, aligning with broader trends in digital advertising where precision and accountability are becoming key priorities.
One of the central features of the offering is its focus on measurement. Moloco’s platform provides insights that are comparable to those available in mobile advertising, allowing marketers to track performance metrics and evaluate return on investment more accurately. This capability is expected to help bridge the gap between mobile and CTV advertising, which have historically operated with different levels of measurement sophistication.
The launch comes as connected TV continues to gain traction among advertisers and consumers. With increasing adoption of streaming services and smart TVs, CTV has emerged as a significant channel for reaching audiences. However, the lack of granular measurement tools has been a challenge for marketers seeking to optimise campaigns in this space.
Moloco’s approach is aimed at addressing this gap by applying its expertise in AI-driven advertising to the CTV ecosystem. The company has been known for its performance marketing solutions in mobile, and the new platform extends these capabilities to a broader set of devices and environments.
Industry observers note that the shift toward performance-based CTV advertising reflects changing expectations among marketers. As budgets move toward digital channels, there is a growing emphasis on accountability and measurable results. Advertisers are increasingly looking for solutions that can demonstrate clear outcomes, such as conversions and user acquisition.
The platform is also designed to support app marketers specifically, a segment that relies heavily on performance metrics to evaluate campaign success. By enabling app installs and user engagement tracking through CTV campaigns, Moloco is positioning its offering as a tool that can drive tangible business outcomes.
At the same time, the integration of AI into advertising raises considerations around data usage and privacy. Ensuring compliance with regulatory frameworks and maintaining transparency in data handling are critical factors for companies operating in this space. Moloco has indicated that its platform is built with these considerations in mind, focusing on responsible data practices.
The introduction of performance CTV capabilities highlights the ongoing convergence of different digital advertising channels. As technologies evolve, the distinctions between mobile, desktop, and television environments are becoming less pronounced, with unified platforms emerging to manage campaigns across devices.
Moloco’s latest launch underscores the role of artificial intelligence in driving this transformation. By enabling real-time optimisation and advanced measurement, AI is helping advertisers navigate the complexities of modern media ecosystems.
As connected TV continues to grow, platforms that can deliver both reach and performance are expected to gain importance. Moloco’s entry into this segment reflects the increasing demand for solutions that combine scale with measurable impact.
The rollout of the AI-powered performance CTV platform signals a step toward more data-driven advertising in the living room. As adoption increases, such technologies are likely to influence how marketers allocate budgets and design campaigns across channels.