Moloco
Machine learning adtech for performance, retail media and CTV monetisation.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Moloco, Inc.
- Entity type
- COMPANY
- Founded
- 2013
- Headquarters
- 135 Commonwealth Dr, Menlo Park, California 94025, US
- Company size
- 501–1,000
- Market role
- AdTech Vendor
- Official website
- moloco.com
What Moloco does
Moloco operates a B2B advertising software model. It provides proprietary platforms that help advertisers buy media more efficiently, retailers build and run commerce media programmes, and streaming publishers maximise advertising yield. Value is created by applying machine learning to bidding, targeting, auction dynamics, and monetisation decisions, then converting those performance gains into recurring platform revenue and transaction-linked fees.
Category differentiation
Moloco is an adtech software company, not a consumer media app, retailer, or agency. It sells advertising and monetisation infrastructure to businesses across app growth, retail media, and streaming.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Moloco, Inc. is a private AdTech vendor that sells machine learning-driven advertising and monetisation software to businesses. Its core product set includes a demand-side platform for mobile app and CTV performance advertising, a retail media platform for retailers and marketplaces, and a streaming monetisation platform for CTV and OTT publishers. The company serves performance marketers, agencies, retailers, marketplaces, and streaming businesses rather than end consumers. Moloco generates revenue through a mix of take-rates on programmatic media spend and software-style platform fees tied to monetisation workflows. Its products are built around outcome optimisation such as CPA, ROAS, GMV growth, and impression yield, with transparent reporting, first-party data activation, and dedicated infrastructure for advertiser and publisher use cases. The company has an international operating footprint with offices in the US, UK, and Germany and states that it delivers AI performance advertising at global scale.
Company news briefing
Briefing updated:
Moloco has reinforced its strategic investment in AppsFlyer, participating alongside Google and Meta in a $1 billion minority funding round and a subsequent credit facility to advance AI-driven cross-platform measurement. The company recently unveiled the next generation of its brand identity and expanded its sports monetisation footprint via SDK integrations with major football publishers including Sofascore and 365Scores. Furthermore, Moloco published research highlighting accelerated revenue milestones in mobile gaming and acted as a platinum sponsor at the IAB Video Leadership Summit, solidifying its focus on high-performance advertising solutions.
Business model & monetisation
Moloco monetises through two primary mechanisms. First, it earns a percentage take-rate or platform margin on programmatic media spend flowing through its DSP and monetisation products, often aligned to performance outcomes such as CPA, ROAS, and yield. Second, it sells software-style platform access and monetisation infrastructure to retailers, marketplaces, and streaming publishers, with pricing structured as SaaS licensing, transaction-linked fees, revenue share, or blended commercial agreements tied to advertising volume and monetised outcomes.
- Performance advertising platform spend
- Percentage Take-Rate
- Retail media platform licensing and transaction fees
- Software Subscription
- Streaming monetisation platform fees
- Percentage Take-Rate
Products & capabilities
No products with linked sources are available in this view.
Programmatic stack & registry data
Registry entries and observed technical data do not establish certification, legal compliance or actual usage.
Moloco, Inc.
IAB vendor record: 807
- Cookies declared
- Yes
- Non-cookie access declared
- Yes
- Declared purpose IDs
- 1, 3, 4
- Declared feature IDs
- 3
- Declared special purpose IDs
- 1, 2, 3
- Declared special feature IDs
- 2
Products & market categories
Featured market maps
- Retail Media & Commerce Advertising Ecosystem 2026
A structural mapping of the global Retail Media and Commerce Advertising ecosystem in 2026, spanning retail media networks, monetization ad tech, commerce DSPs, in-store digital signage, social commerce extensions, and clean room analytics.
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Bringing Moloco into focus
Recorded impact score: 3.5/5
Today, we’re proud to unveil the next generation of the Moloco brand.
Few 2025 Mobile Games Hit 500K Downloads
Interactive Entertainment (Gaming) · Recorded impact score: 3/5
A Moloco report analysed 55 new mobile game launches and finds that out of 190,000 mobile games released in 2025, only 2,500 exceeded 500,000 downloads within their first year. The report shows faster paths to major IAP milestones (time to $20M IAP/subscription fell 21% between 2022 and 2025), rising IAP revenue per install in the US (+126% from 2021–2025), and increasing reliance on paid acquisition and extended monetisation strategies. Whale-driven titles concentrate revenue among the top payers and see ARPPU grow substantially across the first year. Breakout launches favour ROAS-driven UA, a larger variety of creatives, and continued creative refresh later in year one.
- Out of 190,000 new mobile games released in 2025, 2,500 surpassed 500,000 downloads in their first year.
- Moloco analysed 55 new mobile game launches representing more than $1.5 billion in IAP revenue across over 20 million payers.
Moloco launches agency partner program to expand beyond mobile
Demand-Side Platform (DSP) · Recorded impact score: 2/5
Moloco, a performance ad-tech firm known for mobile programmatic advertising, has launched an agency partner program to expand its client base and move beyond mobile into CTV and other media. The program was co-designed with a group of about a dozen agencies — including Dentsu UK & Ireland, PMG, M+C Saatchi Performance, SplitMetrics, RocketLab and Admiral Media — and emphasizes co-selling, joint pitching, co-building and shared case studies. Sunil Rayan, Moloco’s chief business officer, said the initiative aims to educate agencies on AI advertising and outcome metrics, clarify overlap between performance marketing and AI, and scale via partners. Moloco’s AI-driven workflow filters fraud, matches audiences, recommends ads and prices, bids, and then evaluates attribution for subsequent bidding decisions.
- Moloco launched an agency partner program to work with media agencies and expand beyond mobile programmatic.
- About a dozen agencies are participating initially, including Dentsu UK & Ireland, PMG, M+C Saatchi Performance, SplitMetrics, RocketLab and Admiral Media.
IAB Video Leadership Summit 2026 Recap
CTV · Recorded impact score: 3/5
The IAB Video Leadership Summit 2026 convened senior leaders across the video ecosystem to discuss obstacles to industry progress, particularly trust and governance around AI. IAB research cited in the event shows digital video ad spend surpassing $80 billion in 2026 and growing roughly 20% faster than the wider ad market. Panels flagged strong AI infrastructure but weak governance — agentic systems lack transparency and audit trails — while a contextual targeting case study outperformed benchmarks by nearly 60% using URL-level transparency and in-flight optimization. Panelists argued that all video now functions as performance video and called out structural and commercial barriers to scaling connected and live streaming (including adoption of IAB Tech Lab protocols such as LEAP and legacy TV sales workflows). Sponsors included Moloco (Platinum) and supporting sponsors Atmosphere TV, Olyzon, and Claritas.
- IAB’s Video Ad Spend report (Part II) showed digital video crossing $80 billion in 2026, growing about 20% faster than the overall ad market.
- Event participants said AI infrastructure is strong but governance and trust are weak, noting agentic systems lack transparency and audit trails.
Careers & open positions
Open positions indexed from verified career portals and applicant tracking systems.
| Position | Department | Location | Posted |
|---|---|---|---|
| Senior Data Scientist, Growth Analytics(Senior) | Ads Data Science | Menlo Park, California, United States; New York, United States | |
| Staff Software Engineer (소프트웨어 엔지니어)(Lead) | Moloco Next | Seoul, Korea | |
| Software Engineer Intern (3 months)(Intern) | Moloco Next | Seoul, Korea | |
| QA Engineer (1-Year Contract)(Mid-Level) | Ads Platform | Seoul, Korea | |
| Senior Software Engineer, Common Infrastructure(Senior) | Ads Infrastructure | Seattle, Washington, United States |
Explore company relationships
Questions about Moloco
What is Moloco?
Moloco is a private adtech company that provides machine learning-driven software for performance advertising, retail media, and streaming monetisation.
Who uses Moloco?
Its customers are performance marketers, advertising agencies, retailers, marketplaces, streaming platforms, OTT services, and CTV publishers.
How does Moloco make money?
Moloco earns revenue from take-rates on media spend and monetisation transactions, plus software-style platform fees for retail media and streaming products.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
17 publicly documented primary sources and citations linked across the market graph.
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