Moloco vs The COOL Company

Bringing Moloco into focus

Today, we’re proud to unveil the next generation of the Moloco brand.

Neuausrichtung der Marke: Moloco präsentiert nächste Markengeneration

Das AdTech-Unternehmen Moloco hat offiziell den Launch seiner nächsten Markengeneration bekannt gegeben. Mit dem umfassenden Rebranding reagiert das auf maschinelles Lernen spezialisierte Unternehmen auf seine zunehmende Marktpräsenz und das erweiterte Produktportfolio, das über das ursprüngliche Performance-Marketing im App-Bereich hinausreicht. Die neue Markenidentität soll die geschärfte Positionierung als Technologieanbieter für Retail Media, programmatische Plattformen und Streaming-Dienste unterstreichen. Moloco zielt darauf ab, fortschrittliche Machine-Learning-Lösungen für Unternehmen jeder Größe zugänglich zu machen und deren operative Monetarisierung sowie Werbeeffizienz zu skalieren. Das Rebranding spiegelt die strategische Evolution des Unternehmens wider, das sich als zentrale Infrastruktur im modernen programmatischen Werbeökosystem etabliert hat und Werbetreibenden sowie Plattformbetreibern maßgeschneiderte Full-Funnel-Lösungen bietet.

• Offizieller Relaunch der Marke Moloco als Repräsentation der nächsten Unternehmensphase
• Fokus auf skalierbare Machine-Learning-Infrastruktur für Retail Media und programmatische Plattformen
• Schärfung der Marktpositionierung über das reine App-Performance-Segment hinaus

Few 2025 Mobile Games Hit 500K Downloads

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.
• Average time to reach $20 million in IAP and subscription revenue fell 21% between 2022 and 2025.

The COOL Company AI Challenge Finds 83% Fail to Identify AI Ads

The COOL Company's AI Challenge finds that 83% of consumers fail to identify AI-generated ads as AI reshapes advertising.

The COOL Company AI Challenge Finds 83% Fail to Identify AI Ads

The COOL Company's AI Challenge finds that 83% of consumers fail to identify AI-generated ads as AI reshapes advertising.

Omnichannel AI Breaks Down Agency Silos

The article describes how COOL AI, an omnichannel advertising platform from US ad tech umbrella The COOL Company, uses generative AI to create creatives, run media buys across channels, and perform attribution to optimise campaigns. The platform integrates creative automation and programmatic buying across search, social and programmatic (with integrations with Google and Meta) and plans to add CTV. Agency leaders say tools like COOL AI can relieve manual work, enable smaller markets or retention campaigns to be automated, and help restructure agency workflows by unifying formerly siloed teams. The article also highlights industry challenges such as show-level transparency for CTV buys and buy-side hesitancy around mid-tail CTV inventory.

• COOL AI is an AI-powered omnichannel advertising platform run by US ad tech umbrella group The COOL Company.
• The COOL Company is an amalgamation of multiple businesses: Insticator, COOL Media, Balihoo, OKO Digital and ADventori.
• COOL AI currently operates across search, social and programmatic via integrations with Google and Meta, with CTV slated to be added in the near future.