Moloco unveils ML-powered monetisation solution
February 23, 2023
Operational machine learning (ML) and performance advertising specialist Moloco has unveiled a new monetisation solution for streaming media and OTT providers which it says helps content owners increase revenue by building unique ad businesses enabling them to serve a broader set of customers than in traditional linear TV businesses.
According to Moloco, media owners and distributors have seen a shift in consumer behaviour driving the rapid adoption of streaming video as the preferred method of consuming content. The rise of streaming video provides an unprecedented business opportunity, but the complexity of building a large digital ad business requires more than simply porting over business practices that worked on linear TV. To be successful in digital, streaming platforms need to serve diverse advertisers with diverse goals, make it easy for advertisers to get started, and deliver ROI that keeps ad budgets growing.
“Our media partners have created rich consumer offerings with content, audiences, and digital experiences that are unique to their business,” noted Herman Yang, Head of Moloco Enterprise. “Our goal is to help platforms build a scalable and profitable ad business with Moloco’s machine learning technology by creating unique experiences for users and opportunities for their advertisers.”
While media companies have continued to meet and exceed consumer expectations by delivering compelling user experiences and content, very few have had access to the technology required to build a world-class digital ads business, suggests Moloco. As a result, the most sophisticated technology companies have come to dominate digital advertising. The walled gardens accounted for more than 75 per cent of digital advertising expenditures last year. Those companies have invested heavily in machine learning over the past decade and built big businesses by fusing first-party data and ML. By leveraging similar cutting-edge operational ML as those big tech platforms, Moloco’s new full-funnel solution aims to provide these technologies through a fully programmatic platform for publishers.
“Helping media businesses grow by leveraging the power of machine learning is core to Moloco’s founding vision,” says Ikkjin Ahn, founder and CEO of Moloco. “We’re democratising those capabilities by making operational machine learning accessible to all businesses.”