Moloco is reshaping connected TV (CTV) with its new Performance CTV offering, aiming to turn a traditionally brand-first channel into a measurable, performance-driven growth engine.
The solution enables mobile-style measurement and real-time optimisation on CTV, allowing app marketers to track installs, engagement, and ROI across devices. By combining CTV with mobile campaigns, early results show up to 1.5x higher ROI, highlighting the power of cross-channel performance strategies.
With the global CTV ad market estimated at $40–45 billion, the space remains underdeveloped in performance tools, creating a major opportunity. As highlighted by Sunil Rayan, CTV represents one of the most untapped channels for performance marketers today.
By leveraging AI-driven attribution and faster feedback loops, Moloco is enabling advertisers to move beyond awareness metrics toward real business outcomes.CTV is evolving from a branding channel to a measurable, performance-driven platform.
Bottom line: Moloco’s Performance CTV signals a shift toward AI-powered, cross-device advertising that delivers both reach and measurable ROI.
 with its new Performance CTV offering, aiming to turn a traditionally brand-first channel into a measurable, performance-driven growth engine.){kind=link}