Moloco is increasingly mentioned in affiliate marketing chats, especially among those working with gambling, betting, and dating. The platform promises scalability, AI optimization, and access to in-app inventory, but it’s not always clear when what it truly delivers. In this article, the AdKeys team provides a concise yet honest review of the pros and cons of this DSP and who Moloco is truly suitable for, and who might be better off looking for alternatives.
Among domestic advertisers, Moloco isn’t among the most popular platforms—primarily due to the lack of official support for RU geos for traffic acquisition. However, according to the 17th edition of the AppsFlyer Performance Index, their DSP consistently ranks high in ROI and retention in the most competitive verticals. Globally, it’s been used for large-scale campaigns, especially in gambling, betting, and e-commerce.
Our experts don’t claim it’s the best network on the market, but it certainly deserves attention. Let’s delve into what’s special about it, which features work in its favor, and what to watch out for when launching.
What is Moloco DSP?
Moloco DSP is not just another advertising platform but a full-fledged AI-driven ecosystem that effectively purchases traffic. Its main feature lies in powerful machine learning algorithms that train advertising campaigns and allow for the selection of the most relevant audience. Currently, Moloco boasts:
- 6.7 billion devices in reach
- Over 3 million apps in its advertising network
The network works directly with major advertising platforms (Unity, IronSource, Applovin, Vungle, and others), providing advertisers with access to premium in-app inventory.
Previously perceived as a niche DSP platform, Moloco now ranks among the top 10 advertising sources according to the AppsFlyer Performance Index, alongside players like Liftoff:
- On the iOS platform, Moloco secured second place globally for midcore apps, as well as in entertainment and shopping categories.
- On the Android platform, Moloco ranked among the top five advertising platforms in 19 global categories
Who Should Consider Moloco?
Moloco is ideally suited for those who:
- Work with Android apps—the auction here is less saturated, leading to cheaper installs and higher ROI
- Aim to scale their spend—Moloco comfortably handles budgets of $15k+ per day
- Seek to improve targeting based on first-party data and achieve greater precision with each campaign launch
- Are already actively acquiring paid traffic and are looking for new growth points outside familiar ecosystems
Key Features of Moloco: What Makes It One of the Promising DSP Networks?
1. AI Optimization
Some interpret the name Moloco as an abbreviation for Machine Learning Company, and there’s some truth to that—the platform’s algorithms analyze vast amounts of data, predict user behavior, and identify the most profitable combinations. As a result:
- Campaigns are optimized in real-time
- The audience becomes increasingly relevant as the campaign progresses—the longer the campaign runs, the higher the quality of acquisition
- Optimization can be set for any event (registration, deposit, purchase, etc.)
2. Extensive In-App Inventory
Moloco is connected to over 40 advertising networks, including Unity, Applovin, Vungle, Adcolony, Inmobi, Fyber, ChartBoost, Xiaomi Ads, and many others. For advertisers, this means:
- Scalability—access to a vast and diverse audience worldwide, including both large and niche markets, allowing for effective reach expansion
- High-quality traffic—premium ad placements in popular applications
3. Fast Approval and Lenient Approach to Creatives
One of the biggest challenges for affiliate marketers is strict moderation, such as on Facebook and Google Ads. Moloco is much more user-friendly in this regard:
- Quick approval of advertising campaigns
- Fewer restrictions on creatives—easier to launch complex verticals
- Flexible whitelist and blacklist systems for traffic quality control
4. Ability to Work with First-Party Data
Moloco allows for the upload of custom audiences via GAID/IDFA—this helps launch retargeting campaigns and more accurately target users.
Additionally, the platform offers personalized dashboards, advanced analytics, API integration capabilities, and increased revenue sharing.
Moloco's Downsides: What to Consider Before Launching
Like any performance marketing system, Moloco has its quirks and limitations:
- Needs a Decent Volume of Data for Learning. New campaigns might take longer to “warm up” than in Facebook or Google. If there’s little data, it’s harder for the algorithm to find patterns. Moloco is suited for large-scale projects and long-term use. For stable results, it’s better to run large tests (starting from $1500-$2000 daily spend per campaign) rather than $100 campaigns.
- Basic Targeting. Moloco offers manual targeting—you set the parameters when launching a campaign. However, the targeting is quite limited, as with all DSPs: geo, OS, app version, device—and rarely much more. This isn’t a Moloco-specific feature but a general principle of in-app advertising: AI works with behavior, not interests or professions.
- Limited Creative Toolkit. Moloco can test creatives but doesn’t provide built-in tools for their creation. You need to upload ready-made banners and videos to the network, and dynamic creative generation is limited.
- Quite Complex Setup. The platform is still geared towards advanced marketers, and digital advertising beginners might find it challenging to navigate. Additionally, Moloco has virtually no Russian-speaking community, so you’ll have to learn primarily through support and documentation.
When to Choose Moloco?
So, when does Moloco become the optimal choice for an advertising campaign? The platform shows good results in specific niches and under certain conditions. Here are the key scenarios when you should pay attention to it:
1. Working with “Hot” Verticals (Gambling, Betting, Dating)
Moloco stands out among other DSPs due to its expertise in competitive and complex verticals. For gambling and betting, the network can be an especially valuable tool. The platform allows you to find and attract the most valuable players, optimizing campaigns for specific events (registrations, deposits, bets). The advantages for gambling/betting verticals include optimization for LTV (Lifetime Value) rather than just installs, and a more lenient approach to creatives than on Meta or Google (though blatant trash still won’t pass).
Moloco’s expertise also extends to other verticals with high demands for performance marketing, such as dating and finance.
2. Scaling Campaigns
Moloco is best suited for advertisers with substantial budgets. If you’re planning not just to “try buying traffic” but to scale up, this is the place for you. The more data you feed it, the smarter the algorithm becomes. And if you have accumulated first-party data, you can significantly boost your retargeting efforts.
3. Finding New Traffic Sources
Moloco provides access to a wide range of in-app inventory, including sources that might be unavailable through other platforms.
4. Focusing on the Long Term
This platform isn’t for those who want everything instantly. Moloco’s algorithms need to learn, and that takes time. But if you approach it smartly, you can extract a lot of value in the long run.
When Moloco Might Not Be the Right Fit
Moloco isn’t a one-size-fits-all solution. Here are the situations where it might not be the best choice for your advertising needs:
- You have a small budget, short-term campaigns, or just want to “test a creative.”
- You don’t have your own user base and don’t plan to build one.
- You need quick, instant traffic floods.
- You lack the resources to learn a new platform and monitor campaign progress.
Indeed, Moloco isn’t as user-friendly as Facebook Ads, nor does it offer the same full control as Google Ads. And that’s perfectly fine — each platform has its own style and strengths.
Facebook Ads, for instance, excels if your audience primarily exists within the Meta ecosystem. It’s a solid choice when gathering social proof, building brand awareness, and quickly testing hypotheses through reactions, comments, and shares are important.
Google Ads wins in different scenarios: if search campaigns, YouTube advertising, Google Shopping are crucial, or if you want to reach a broad audience via the Google Display Network, that’s where you should go.
Moloco is all about in-app, scale, and deep optimization. If you operate in complex verticals, and/or prepared to collect data, and aim for profitability through analytics, then this platform is for you.
However, you can’t just jump in and start driving traffic. Unlike Ads Manager, gaining access to Moloco DSP is more challenging. In essence, it’s more of a closed advertising ecosystem where you’re not simply welcomed “off the street.”
The simplest way to test the platform is to find reliable partners with agency accounts. The AdKeys team works directly with Moloco, allowing us to provide our clients with rapid campaign launches, expert support, and higher chances of passing moderation even with the most complex creatives. Send us an inquiry — and together, we’ll turn your brands into legends!
