Mateo Delgado: “Scalability isn’t one-size-fits-all, it’s about sustainable, long-term success.”

At Moloco, we think about data as the compass guiding every decision and is at the core of everything we do. The more data we can leverage, the stronger the outcomes. By combining attributed data—which helps us understand the users we acquire—and unattributed data, offering broader insights into behavioural trends and external factors, we equip our algorithms to identify optimization opportunities and deliver consistent results.

However, scalability isn’t one-size-fits-all. Every app is unique, and our approach reflects that. We align with our partners on key metrics—whether it’s ROAS for an e-commerce app or CPA for a subscription app—and tailor our strategy to their specific goals. This ensures scalability isn’t just about growth but about achieving sustainable, long-term success.

By staying rooted in data and focusing on what matters most to each app, we create campaigns that aren’t just scalable but aligned with real business objectives to drive outcomes that matter.

First, we believe that the privacy evolution is a positive advancement for both the industry and end users. At Moloco, adaptability has always been key to our growth strategy, and our approach to the evolving landscape of data privacy reflects that commitment. The deprecation of IDFA on iOS was a significant industry shift, but Moloco was among the first advertising platforms to embrace and build targeting and bidding machine learning models for non-IDFA inventory, including Limited Ad Tracking (LAT).

While a lot goes on under the hood, our evolution to these changes can be summarized in three categories:

• Innovative Targeting and Bidding
  Our machine learning models are designed to maintain performance without relying on user-level identifiers like IDFA. By combining available first-party signals (eg users who opt-in to ATT), contextual signals, and predictive modelling, we ensure campaigns stay efficient and effective, even in a privacy-first environment.

• Flexible Measurement
  We provide marketers with the tools to control attribution and incrementality frameworks that allow them to achieve measurement consistency across channels. This transparency allows our partners to accurately evaluate their campaigns across a fragmented ecosystem.

• Ecosystem Collaboration
  We prioritize partnerships across the advertising ecosystem—publishers, advertisers, and technology providers—to enable success for all stakeholders in this new reality. No one platform can do this alone and will require partnerships to drive collective success.

The programmatic advertising landscape is evolving rapidly, and at Moloco, we’re not just tracking these changes—we’re preparing to help our partners thrive in this dynamic environment. Below are some key trends that are important for marketers to keep in mind: 

1. Generative AI with a Human Touch
   Generative AI is revolutionizing how we create and optimize campaigns and creative development, but it’s not a fully autonomous solution. AI excels at data processing and uncovering opportunities, but human expertise is critical to guiding these tools with strategic vision and creativity. At Moloco, we’re integrating powerful AI capabilities while ensuring marketers retain control to align campaigns with their unique brand goals and desired outcomes.
2. Aligning Marketing KPIs with Business Growth
   Marketing is no longer seen as just a cost centre—it’s a growth engine. This shift demands closer alignment between campaign metrics and broader business objectives like customer lifetime value, retention, and profitability. Moloco provides tools and insights that empower advertisers to connect their marketing investments directly to sustainable business growth for deeper funnel actions that drive true value.
3. Consumers Will Continue to Expect Relevant and Personalized Experiences
   As consumer expectations for advertising rise, the demand for high-quality, seamless, and personalized experiences has never been greater. Irrelevant or poorly timed ads don’t just miss the mark—they can actively harm brand perception and erode trust. To meet these heightened expectations, marketers must prioritize delivering personalization and contextual relevance at every touchpoint. At the same time, trust and transparency are now non-negotiable, as consumers are increasingly aware of how their data is collected and used. This calls for privacy-conscious practices, ethical data usage, and clear communication, achieved through alignment with ad platforms and technology providers. By leveraging first-party data and focusing on long-term value rather than short-term wins, marketers can create meaningful, relevant ads that build trust and loyalty in a privacy-first, consumer-driven world. 

By staying ahead of these trends, Moloco is equipping its partners with the tools, technology, and insights they need to succeed in an ever-changing industry. Whether it’s leveraging AI, aligning marketing with growth, or delivering delightful, relevant ad experiences for users, we’re committed to driving innovation and sustainable success for our advertisers.

AI has undoubtedly revolutionized the advertising landscape, but at Moloco, we believe its greatest potential lies in amplifying human expertise, not replacing it. By combining cutting-edge technology with strategic oversight, we’re able to unlock transformative opportunities for mobile app marketing. Here are the key innovations shaping our work:

1. Creative Production:
   Generative AI is transforming how creatives are produced, scaled, and optimized. Marketers can now rapidly test and iterate on various ad formats, refining their messaging with unprecedented speed and efficiency. At Moloco, we’re actively exploring partnerships and in-house tools to harness this technology, ensuring our partners stay ahead in a fast-paced, creative-driven environment.
2. Advances in Targeting and Bidding:
   While machine learning has long been a cornerstone of ad tech, advancements in AI capabilities and computing power are enabling more precise and efficient decision-making. At Moloco, we leverage state-of-the-art tools like Google’s GKE and TPUs to power our machine-learning models, processing vast amounts of data to optimize campaigns with unmatched precision and scale.
3. A Legacy of AI Expertise:
   AI and machine learning have been integral to Moloco since day one. With over a decade of experience in building and refining AI-driven solutions, we’ve been ahead of the curve as the broader industry catches up. This foundation allows us to accelerate innovation and consistently deliver impactful results for our partners.

As AI continues to evolve, the opportunities for advertisers will only grow. At Moloco, we’re committed to pushing the boundaries of what’s possible, combining cutting-edge technology with human insight to drive real impact. By staying at the forefront of innovation, we ensure our partners are equipped to succeed in an ever-changing advertising landscape.

As Scott Galloway says, “AI isn’t coming for your jobs, but people who know how to handle AI tools will be more successful.” This encapsulates what it takes to excel in today’s ad tech industry: adaptability, strategic thinking, and the ability to leverage technology as an amplifier for impact. For growth directors, the key is to navigate the rapidly evolving landscape with foresight and a focus on innovation.

Here’s my advice to make an impact:

1. Embrace AI as an enabler: Learn how to integrate AI into your strategies, whether it’s optimizing campaigns, predicting consumer behaviour, or scaling creative production. Proficiency with AI-powered tools will differentiate you as a growth leader and help amplify your results.
2. Focus on mobile engagement: Mobile apps are no longer just for mobile-first companies—brands across industries are investing heavily in their mobile strategies as consumer behaviour increasingly centres on apps. Position mobile as a critical driver of engagement and business growth in your strategies.
3. Stay ahead of consumer trends: The way people discover and interact with brands is constantly changing, driven by AI-powered tools like chat and search. Build strategies that not only respond to current trends but also anticipate future shifts, staying proactive in this dynamic space.
4. Collaborate across functions: Growth is no longer a siloed effort. Work closely with CMOs, data teams, and product leaders to align marketing with broader business objectives. This cross-functional approach ensures growth efforts contribute meaningfully to the company’s success.

The ad tech industry is evolving faster than ever, and those who embrace the pace of change—adapting, learning, and leveraging emerging tools like AI—will be the ones who lead transformative growth. By staying strategic, focused on consumer engagement, and collaborative, you’ll position yourself as a key driver of success in this dynamic industry.