Moloco Partners with Haus to expand access to independent mobile app and CTV advertising measurement. Independent Ad Measurement: Moloco Partners With Haus Measurement has never been more important to marketers, or harder to get right. Attribution remains a core and important part of how campaigns are measured. It helps marketers understand who converted, where their spend is working, and it provides the real-time signals that AI-driven optimization depends on to keep improving performance. But as brands push spend across a widening set of channels - from mobile apps to CTV and beyond - many are also layering independent incrementality solutions on top of attribution to understand the causal impact of their advertising: is this channel driving new growth, or capturing outcomes that were already happening? Today, AdTech Edge is making that answer easier to get. Moloco is partnering with Haus to expand access to independent, third-party incrementality measurement and decision-making for more brands running mobile app and performance CTV campaigns. What this means. Through this partnership, brands can run geo-based incrementality studies on their Moloco campaigns, measured independently by Haus. In these studies, Moloco campaigns run in test markets while comparable control markets are held out. The gap in outcomes between the two reveals true incremental lift: the conversions or revenue that would not have happened without Moloco. Marketers get an independently verified read on the growth Moloco is actually driving. Moloco's approach to measurement. At Moloco, AdTech Edge build its products to drive real, profitable outcomes for marketers, and AdTech Edge believe measurement should be transparent and aligned to the goals that matter most to each one. Its partnership with Haus reflects that commitment. "Performance CTV is one of the most significant growth channels for brands right now, and measurement has to keep pace with that investment. We've seen strong results across our CTV business, just as we have in mobile for years, and we want brands to verify that for themselves, with measurement that fits how they run their business. That's exactly what this partnership with Haus delivers." - Beth Berger, GM Americas, Moloco "Platforms that invite independent measurement are the ones confident in the value they deliver, and Moloco is leaning in. We're pleased to be working with Moloco to expand mobile and CTV advertiser access to Haus' rigorous measurement and decisioning systems." - Jinesh Ramani, VP Partnerships, Haus AdTech Edge is a leading digital publication covering the latest developments in advertising technology, AI-driven marketing, programmatic advertising, retail media, connected TV (CTV), data privacy, media buying, and digital advertising innovation.

Moloco becomes first technology provider to achieve IAB Europe Retail Media Certification, marking major expansion of the programme. Milestone announced at IAB Europe's annual Retail Media Impact Summit as certification expands beyond retailers to support greater confidence and consistency for buyers Brussels, Belgium October 7, 2026 IAB Europe has announced that Moloco, a global leader in AI advertising, has become the first technology provider to successfully achieve certification under its Retail Media Certification Programme, marking a significant expansion of the initiative beyond retailers and Retail Media Networks. The milestone was announced today at IAB Europe's annual Retail Media Impact Summit in Amsterdam, which brings together senior leaders from across the Retail and Commerce Media ecosystem to address the priorities and opportunities defining its next phase of growth. An independent audit carried out by ABC UK has certified Moloco for its technology capabilities across on-site standard display and sponsored product ads across web, mobile and in-app, confirming that its measurement and reporting capabilities are in accordance with the requirements of IAB Europe's Commerce Retail Media Measurement Standards. Following the certification of Albert Heijn and Nectar360, Moloco becomes the third company to achieve IAB Europe Retail Media Certification and the first technology provider to complete the process so far this year. The certification marks an important step in extending greater consistency across the Retail and Commerce Media supply chain. With retail media investment spanning more networks and technology partners, IAB Europe's independent certification brings consistency to how performance is measured and reported. Commenting on the milestone, Marie-Clare Puffett, Senior Director, Industry Development & Marketing, IAB Europe, said: "Buyers need confidence that Retail Media measurement is consistent regardless of the retailer, network or technology partner they are working with. Moloco becoming the first AdTech company to achieve certification is an important moment, extending that assurance beyond retailers and supporting a more transparent and comparable Retail Media ecosystem." "Retail media is entering a new phase of maturity, and consistent, transparent measurement is essential to building trust and unlocking its full potential," said Kim Ludlow, EMEA Lead for Retail and Commerce Media, Moloco. "Becoming the first tech company to achieve IAB Europe's Retail Media Certification reflects our commitment to giving retailers and advertisers the confidence that performance is being measured against rigorous, industry-agreed standards. As the ecosystem continues to scale, greater consistency across retailers and technology partners will be critical to making retail media easier to buy, evaluate and grow." Clare Langstaff, Audit Director, Assurance Services at ABC, said: "Congratulations to Moloco on becoming the first technology company to achieve IAB Europe Retail Media Certification. This is an important development because consistent retail media measurement depends not only on Retail Media Networks, but increasingly on the technology infrastructure that supports them. Its audit examined Moloco's platform capability in detail, including its media metrics, attribution methodologies and retail media insights, as well as the guidance provided to clients implementing those capabilities. This work builds on ABC's practical experience of applying IAB Europe's standards across different retail media models, including both Retail Media Networks and Ad Tech platforms. It reinforces the importance of looking at both the capability of the technology and the way it's implemented in practice." A programme built for the whole supply chain. IAB Europe's Retail Media Certification Programme independently assesses participating companies against its industry-agreed Retail Media Measurement Standards, helping to demonstrate that common measurement requirements are being applied in practice. The addition of a technology provider is an important development for the programme. Retail Media campaigns increasingly rely on multiple partners across the supply chain, making consistent measurement across retailers, networks and technology providers increasingly important for advertisers and agencies. With five other companies currently under audit and more entering the certification process, IAB Europe aims to support greater confidence and comparability across the market, making Retail Media easier to plan, buy and evaluate at scale. To find out more about the Retail Media Certification Programme, visit the IAB Europe website here. About Moloco. Moloco is an AI-native performance advertising company built for the open Internet. Founded in 2013, Moloco has spent more than a decade building AI systems that make ads more effective and has dedicated itself to shaping the future of the Internet economy. Its core business, Moloco Ads, is an AI-native performance advertising platform that empowers mobile app marketers to drive real business outcomes across millions of mobile apps and a growing number of connected TV platforms. Moloco Commerce Media, the company's AI-native retail media business, enables retailers and marketplaces to build ad businesses that balance shopper experience with advertiser performance. Moloco's solutions reach over 200 countries and territories, and the company has offices throughout the US, the UK, Germany, Korea, China, India, Japan, and Singapore. Learn more at www.moloco.com. PR Contact Maggie Mitchell

Moloco: how operators can turn major sporting events into lasting growth. Published on: September 23, 2026 | Last updated: September 23, 2026, 10:25 AM Ahead of exhibiting at SBC Summit 2026, Ben Holmes, Growth Director at Moloco, advises operators on how best to buy ads at speed and to prove where the budget actually goes when acquiring players around major sporting events. Major sporting events create one of the year's strongest opportunities for iGaming operators to acquire high-value players -and one of the most competitive. Interest spikes and betting activity accelerates, with operators competing for the same audiences inside a narrow window. That competition changes what effective acquisition looks like. The registration volume alone says little about success. A stronger approach could be to optimise further down the funnel, towards first-time deposits or repeat wagering, even when that means paying more initially for players with better long-term economics. These events also provide something more durable: a concentrated view of which behaviours predict longer-term player value. The question is not only how much demand an operator captured, but what the event taught the team to do differently next time. Three questions are worth answering before the next major sporting event: 1. What can SBC News learn about its highest-value players? 2. How can SBC News respond in the moment while keeping the right controls? 3. What visibility will help SBC News make better decisions? At Moloco, SBC News work with sportsbook, fantasy-sports and prediction-market advertisers through these events. Moloco Ads is an AI-native app advertising platform that helps mobile app advertisers acquire and re-engage users at scale. Beyond search and social, Moloco Ads gives advertisers access to more than 2.8 million independent apps globally(1). Across major sporting events, SBC News find the more durable value lies in improving the decisions made in the next campaign - not only the results reported in the current one. What can SBC News learn about its highest-value players? Major events generate behavioural signals in volume: registration, first-session depth, first deposit, bet type and stake size, whether a player returns on day two. Firstly, operators should establish which of those predict downstream value - repeat wagering, revenue, 30-day retention - then steer optimisation on those outcomes rather than registration counts alone. Footnote 1 They should pick the business event that best represents value, confirm the signal passes back accurately, and evaluate campaigns against it. An AI system optimises towards the objective it is given, so move optimisation and measurement as far down the funnel as data quality and conversion volume allow. On Moloco Ads, that can mean optimising towards ROAS or a meaningful in-app event such as a first-time deposit. The important decision stays with the operator: define player value before launch, not after results arrive. A player who costs more to acquire during a final may still deliver better economics than a cheaper registration that never deposits. The aim is not the lowest acquisition cost. It is knowing which acquisitions last. How can SBC News respond in the moment while keeping the right controls? Among leading sportsbook, fantasy-sports and prediction-market advertisers using Moloco to reach US iOS users, first-time-deposit volume in the hour before Super Bowl LX kickoff increased 120x compared with the 2025 hourly average, while cost per first-time deposit was 70% lower(2). Sporting demand does not move in a straight line. Interest can rise sharply before a match, shift throughout the day, and fall soon after the result. Not every spike merits additional investment. Before the event, define the outcome that determines success, the demand windows that justify extra spend, and the point at which budgets return to normal. Day-level and intraday pacing can then concentrate spend around those windows, while dynamic creative can keep messaging relevant as odds, matchups or jackpot figures change. Operators set the boundaries: the target outcome, budget ceilings, eligible markets and audiences, and brand or compliance requirements. Within those boundaries, Moloco's AI can adjust bids and pacing as demand changes. What visibility helps operators scale with confidence? Footnote 2 Performance reporting and placement transparency are often considered separately. For iGaming operators, they support the same decision: whether a campaign can scale with confidence. Marketers need to know where ads appeared, which publishers and placements drove first-time deposits, and how the budget was allocated. In iGaming, that reporting does more than explain performance: it helps marketing, compliance and safer-gambling teams assess whether placements align with the operator's brand and regulatory requirements before scaling spend. Publisher-level reporting provides visibility after delivery. Geographic targeting and curated publisher allow-lists give operators additional controls when restrictions are required.[6] The goal is not to maintain long manual lists, but to verify where spend ran and agree in advance who reviews an exception. For example, when one publisher delivers unusual volume at an unusually low cost per first-time deposit. These capabilities support,but do not replace,an operator's own compliance processes. Fanatics Betting and Gaming used publisher-level reporting to verify that inventory aligned with its quality and brand-safety standards. The resulting visibility gave the team confidence to expand its campaign footprint with Moloco into additional US states. "That level of transparency gave us the confidence to expand our relationship with Moloco and launch campaigns in more states," said Blair Hilton, Director of Performance Marketing at Fanatics Betting and Gaming. Visibility belongs in the plan, not the post-mortem. It is what lets a team verify placement quality and keep scaling without waiting on a compliance question it cannot answer. Turn event learning into a repeatable advantage. The value of a major sporting event should not be measured only by what happened while it was taking place. These moments reveal which signals were most predictive of lasting value, and how quickly campaigns adapted when conditions changed. A post-event review should answer: - Which early behaviours were most predictive of longer-term value? - Which budget changes materially improved performance? - Which audiences should be re-engaged after the event? - Which measurement or control gaps should be addressed before the next major sporting event? Used well, that learning turns a short-lived rise in demand into a repeatable growth advantage. Continuing the conversation at SBC Summit. The industry gathers at SBC Summit 2026 in Lisbon from 29 September to 1 October. The programme spans themes including AI, digital marketing, player protection and player experience. Together, these themes raise a practical question: can operators use AI to pursue higher-value growth, respond while demand is concentrated and maintain the visibility needed to scale responsibly? Moloco's iGaming team will be in Lisbon to continue that conversation with operators preparing for their next major sporting event: what to optimise towards, when to react and what evidence teams need before scaling.