Performance ad-tech firm Moloco is launching a new agency partner program with roughly a dozen agencies to expand its reach into CTV and broader programmatic advertising markets.

Key Points

• Moloco’s new partner program includes agencies such as Dentsu UK & Ireland, PMG, M+C Saatchi Performance, SplitMetrics, RocketLab, and Admiral Media.
• The initiative focuses on three pillars: co-selling, co-building the program framework, and highlighting agency case studies to drive performance outcomes.
• Moloco aims to leverage its AI-driven ad recommendation algorithms to transition from mobile-focused advertising into the CTV and streaming sectors.
• Agency partner PMG served as an alpha tester for Moloco’s performance CTV product, reporting significant growth in early campaign results.
• The program seeks to educate agencies on integrating AI into performance marketing to better compete for incremental ad spend outside of walled gardens.

Why it Matters

This partnership strategy signals a shift in the ad-tech landscape as Moloco seeks to scale by empowering agencies rather than bypassing them. By integrating its AI-driven performance tools into the CTV ecosystem, the company aims to capture market share from established giants like Google and The Trade Desk.