What is Moloco?

Moloco is an AI-driven mobile performance platform (Moloco Cloud DSP) for in-app user acquisition and retargeting. ML bidding on in-app inventory across exchanges — competes with AppLovin, Unity, Mintegral on CPI/ROAS campaigns for gaming and consumer apps.

Founded by ex-Google/Amazon ML engineers; focus on predictive LTV bidding and real-time optimization. Models: CPI, CPA, tROAS with in-app revenue events. Moloco also offers a retail media platform (separate product).

Traits

• Cloud DSP — minimal manual bidding; data-driven creative rotation.
• Strong for gaming UA tier-1/2; expanding e-commerce apps.
• Needs enough conversion volume for ML — cold start period.

Tracking

MMP S2S (Adjust, AppsFlyer, Singular), postback events for ROAS models. External tracker when redirect is supported; often direct MMP integration. iOS SKAdNetwork campaigns available.

Arbitrage

Mobile games, subscription apps, licensed gambling. Vs. manual Meta UA — Moloco is in-app only. Test with AppLovin when scaling app offers; compare D7 ROAS.

See also: in-app ads, AppLovin, CPI, programmatic.