Observed Signal · Aug 13, 2026 · Partnership · Source: Digiday · Impact: 2/5 · Sentiment: Positive
Moloco launches agency partner program to expand beyond mobile
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.
A DSP-style ad-tech vendor expanding into agency partnerships and CTV signals modest competitive shifts and channel expansion but is not industry-shifting.
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Key Takeaways & Evidence Grounding
- 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.
- Moloco specializes in mobile advertising and is expanding into CTV and other media realms.
- Sunil Rayan, Moloco’s chief business officer, said the program’s goals are agency education on AI advertising, aligning performance marketing with AI outcome metrics, and scaling through partners.
- Moloco’s described AI workflow: filter ad requests to remove fraud, match audiences, run an ad recommendation algorithm to set price and bid, then assess attribution to decide future bids.
Connected Companies & Entities
8 Entities mapped“Although not exactly a pure DSP, performance ad-tech firm Moloco, which specializes in mobile advertising but is expanding beyond into CTV a...”
“Among the media agencies Moloco is launching the program with are Dentsu UK & Ireland, PMG, M+C Saatchi Performance, SplitMetrics, RocketLab...”
“Among the media agencies Moloco is launching the program with are Dentsu UK & Ireland, PMG, M+C Saatchi Performance, SplitMetrics, RocketLab...”
“Buy expanding into the performance CTV space, does the DSP plan to take more of a chunk out of the big boys of that space, be it The Trade D...”
“Buy expanding into the performance CTV space, does the DSP plan to take more of a chunk out of the big boys of that space, be it The Trade D...”
“Rayan, who’s an ex-McKinsey and Google exec, said some of the partner agencies, including PMG, helped to build out three pillars on which th...”
“Buy expanding into the performance CTV space, does the DSP plan to take more of a chunk out of the big boys of that space, be it The Trade D...”
“Although not exactly a pure DSP... is launching an agency partner program that involves a handful of agencies at the outset, Digiday has lea...”
Ontology Mapping & Concepts
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