Why CTV Measurement Lags Mobile—And How Moloco Bridges It

Adtech company Moloco launched Moloco Ads for Performance CTV on April 16, 2026, bringing real-time optimization and app-install attribution to connected television for the first time on its platform.

Moloco Targets US$40–45 Billion CTV Measurement Gap

The global connected TV advertising market is valued at US$40–45 billion, yet most existing buying tools rely on demographic targeting and post-campaign measurement rather than real-time optimization. Moloco's new product applies the same AI system powering its mobile advertising business to CTV, optimizing each ad impression in real time against specific outcomes such as app installs.

How DoubleVerify's IMDb Deal Tackles $1B CTV Waste Problem

DoubleVerify's IMDb deal cuts $1B in quarterly CTV waste by verifying where ads actually run. CMOs can finally justify streaming TV spend with transparent, AI-powered controls.

Mission MediaMission Media

The platform integrates with advertisers' existing mobile measurement partners (third-party tools that track where app downloads come from), providing attribution continuity across mobile and television screens. It also offers publisher-level reporting and does not prioritize Moloco's own inventory, positioning it as an open, independent buying option.

Early campaign data shows advertisers achieved up to 1.5 times higher ROI on CTV compared to mobile when running campaigns across both channels simultaneously. Approximately two-thirds of users who installed apps after seeing a CTV ad did so within six hours of exposure.

Fanatics Betting and Gaming used the platform during its college basketball campaign for Fanatics Sportsbook. Blair Hilton, Director of Performance Marketing at Fanatics Betting and Gaming, said: "Moloco played a central role in delivering strong campaign results. Performance exceeded expectations and enabled us to reach a broader audience efficiently."

CTV Spending Grows as Performance Accountability Pressure Rises

U.S. CTV ad spending reached US$28.79 billion in 2024 and is projected to reach US$37.95 billion in 2026, growing at 10–12% annually. That growth rate is roughly double that of social media advertising, which is expanding at approximately 5% per year.

Despite this momentum, CTV accounts for only approximately 3.5% of global media budgets. CTV delivers video completion rates exceeding 95%, compared to under 30% on social platforms, yet budget allocation has not kept pace with that engagement advantage.

The competitive landscape for performance-focused CTV is intensifying. Keynes Digital raised US$40 million in March 2026 to address CTV measurement gaps, signaling that attribution and accountability have become the primary barriers to CTV's broader adoption as a direct response channel.

84% of advertisers prefer CTV targeting capabilities over linear TV, and combining CTV with linear TV delivers a 32% increase in total reach.

Moloco's Global Footprint Supports Regional Expansion

Founded in 2013, Moloco currently reaches over two billion consumers across more than two million mobile apps globally, operating in more than 200 countries and territories. The company has offices across the U.S., UK, Germany, Korea, China, India, Japan, and Singapore.

That existing presence in key Asian markets positions Moloco to extend Performance CTV into the Asia-Pacific region as streaming adoption and ad-supported CTV inventory expand. The global CTV devices and services market is valued at US$290.54 billion in 2025 and is projected to reach US$530.90 billion by 2030 at a compound annual growth rate of 12.80%.

Moloco has not announced a specific Asia-Pacific launch timeline for Performance CTV at this stage.