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Moloco CTV Positioning Engine

Strategic positioning framework, messaging library, and campaign deployment
8 Alternatives
7 Capabilities
12 Messages
10 Campaign Briefs
Updated April 13, 2026
Positioning Statement
For growth marketers and performance teams who need CTV to deliver measurable business outcomes, not reach curves, Moloco is the Performance CTV platform that makes every connected TV impression accountable to ROAS, CAC, and revenue.
Unlike reach-based DSPs like The Trade Desk, template-driven platforms like MNTN, and walled gardens like Amazon DSP and Roku, Moloco trains a per-advertiser ML model on your first-party signals — so your CTV campaigns get smarter with every dollar you spend, not just louder.
Positioning Framework
Messaging Library
Campaign Briefs
Competitive Alternatives
Distinct Capabilities
Differentiated Value
Best Fit Accounts
Market Category

The Trade Desk + Agency-Managed Reach Buying

Direct Competitor

Use TTD's demand-side platform for programmatic CTV with traditional agency or in-house team managing reach curves, frequency, and creative

Limitations
  • Reach curves don't answer 'what did this sell?' — no direct ROAS measurement
  • Outcome attribution requires stitching third-party data sources (MMP + CRM + pixel)
  • Weekly optimization cycles, not real-time bidding on business outcomes
  • Shared ML models across all advertisers — not advertiser-specific
  • ACR/cookie-based targeting becoming regulated (Kentucky, Texas lawsuits)

MNTN's Template-Driven Performance TV

Direct Competitor

Run performance TV through MNTN's simplified self-serve platform with pre-built templates for TV campaigns, targeting rules, and KPI tracking

Limitations
  • Template-based optimization, not per-advertiser ML — one-size-fits-most approach
  • Limited to MNTN's own inventory relationships (not true open CTV)
  • 100+ KPIs but limited cross-screen attribution (TV to mobile/web weak)
  • Best for mid-market; performance plateaus at scale
  • Higher fees due to managed service model

Amazon DSP with First-Party Shopper Data

Direct Competitor

Advertise on CTV inventory using Amazon's first-party retail data (purchase history, browsing behavior) for targeting and attribution

Limitations
  • Locked to Amazon ecosystem — limited access to open CTV inventory (Netflix, Roku, Peacock)
  • Amazon first-party data only works for retail/ecommerce; B2B/SaaS limited value
  • Outpacing TTD in CTV growth (23% vs 14%) due to first-party advantage, but only for Amazon-scale advertisers
  • Black box optimization — limited customization of bidding strategy
  • Inventory bias toward Amazon properties

Google Display & Video 360 (DV360)

Adjacent Solution

Manage CTV campaigns within Google's ecosystem via DV360, leveraging Google first-party data (GA, Gmail, Chrome) for targeting and measurement

Limitations
  • Primarily a Google ecosystem play — limited to YouTube CTV and Google-connected inventory
  • Depends on Google third-party cookies (sunsetting) and consent signals (SKAdNetwork-like limitations in Chrome)
  • Shared ML models, not advertiser-specific optimization
  • Attribution tied to Google conversion pixel — incomplete cross-platform view
  • Not designed for true open CTV (Roku, MNTN, independent publishers)

Roku OneView Native Platform

Direct Competitor

Buy CTV directly through Roku OneView, leveraging Roku platform first-party data and native inventory prioritization

Limitations
  • Roku-only inventory — no true open CTV access
  • Recently pivoting to 'commerce engine' narrative (Roku Shop), diluting focus on performance measurement
  • Limited cross-device attribution (Roku data only)
  • Self-serve UX less mature than TTD or DV360
  • Smaller user base means fewer case studies and slower product innovation

Manual IO Buying with Publishers Directly

Diy Approach

Negotiate insertion orders directly with publishers (Netflix, Amazon Prime Video, Peacock, Paramount, Disney+) for CTV inventory

Limitations
  • Highly manual — weeks to negotiate IOs, no programmatic agility
  • Limited targeting and data activation (publishers restrict data usage)
  • No unified measurement across multiple publisher deals
  • Minimum spend commitments, inflexible pricing
  • Doesn't scale for growth companies needing to shift budgets weekly

DIY: Stitch Point Solutions (MMP + DSP + Measurement)

Diy Approach

Combine best-of-breed tools: Adjust/Branch for mobile, Trade Desk or DV360 for programmatic, Mixpanel/Amplitude for analytics, Rockerbox for attribution

Limitations
  • High operational overhead — 4-5 vendors to manage, integrate, reconcile
  • Attribution data lag (daily reconciliation, not real-time)
  • Vendor finger-pointing on data discrepancies (no single source of truth)
  • Requires senior data engineer / analyst headcount
  • CTV-specific measurement gaps (cross-device attribution weak)
  • $7.4B CTV fraud/inaccuracy problem — no single vendor owns fraud detection across all sources

Stay on Linear TV (Status Quo)

Status Quo

Continue buying linear TV through traditional media buyers, avoiding CTV complexity entirely or treating CTV as experimental/testing channel

Limitations
  • Linear TV inventory declining (cord-cutting accelerates) — reach erosion YoY
  • No programmatic agility — yearly contracts, quarterly adjustments
  • Limited outcome measurement — reach + frequency metrics only
  • 45% of CTV budgets now coming from linear TV migration (IAB 2026) — missing growth
  • Competitors adopting CTV gaining competitive advantage in targeting efficiency

Per-Advertiser Operational ML

Custom ML models trained on each advertiser's unique business outcomes (ROAS, CAC, LTV, conversion rate) rather than shared templates or cross-advertiser learning. Models compound with spend — the more data, the smarter the bidding.

Alternatives Lacking This
  • MNTN (template-driven optimization)
  • Roku OneView (platform-level, not advertiser-specific)
  • TTD (shared ML across customer base)
  • DV360 (shared Google ML models)
Evidence

Roadmap: CTV ROAS & Purchase Optimization Models (8.75/10, BUILD, Critical). CTV Signal Engine: PMP deals grew from 41% to 59%, favoring ML-driven optimization. Battlecard insight: 'Per-advertiser ML vs template optimization' — Moloco is what you move to when you outgrow MNTN.

Outcome-Based Bidding (ROAS/CPA, Not Impressions)

Bid on measurable business outcomes (revenue per impression, CAC, ROAS) instead of impression volume or reach curves. Automatically optimizes spend allocation toward highest-return inventory and audiences.

Alternatives Lacking This
  • TTD (reach curves, not outcome curves)
  • MNTN (KPI tracking, but not outcome-driven bidding)
  • Google DV360 (conversion-based bidding, but limited cross-platform context)
  • Direct IO (manual IO placement, no algorithmic optimization)
  • Roku OneView (limited to Roku SKU/attribution context)
Evidence

Battlecard: 'Outcome-based bidding vs reach curves — TTD can't answer what did this sell?' Core elevator pitch: 'For growth marketers tired of defending CTV spend with reach curves, Moloco turns every impression into a measurable business outcome.'

First-Party Signal Ingestion (Not Dependent on Shared Identity Graphs)

Ingest advertiser-owned first-party data (CRM, CDP, purchase history, pixel events) directly into bidding without relying on third-party cookies or shared identity resolution. Native support for hashed emails, device IDs, and customer IDs.

Alternatives Lacking This
  • TTD (relies on third-party cookies, ID5, Liveramp — increasingly regulated)
  • DV360 (Google cookie-dependent, SKAdNetwork limitations)
  • DIY approaches (need 3-4 vendors for signal stitching)
  • Manual IO buying (no data activation at scale)
Evidence

CTV Signal Engine: ACR data regulations tightening (Texas AG lawsuits, Kentucky classifying ACR as sensitive data). Capability directly addresses $7.4B CTV fraud/inaccuracy problem by using first-party, auditable signals.

Cross-Screen Attribution (CTV → Mobile → Web → Offline)

Unified measurement framework that ties CTV impressions to downstream user behavior across mobile apps, web, and offline (ecommerce, app installs). Single source of truth for attribution, not multi-vendor reconciliation.

Alternatives Lacking This
  • Roku OneView (Roku-only context)
  • Amazon DSP (Amazon ecosystem bias)
  • TTD (requires stitching third-party data)
  • MNTN (TV→mobile weak, TV→web not native)
  • DIY point solutions (vendor finger-pointing on attribution)
Evidence

Roadmap: Unified Cross-Screen Attribution Dashboard (8.5/10, BUILD, Critical). Battlecard: Moloco's ability to prove CTV drove app installs, web conversions, and offline purchases differentiates vs TTD (reach curves only).

Privacy-Resilient Targeting (No ACR/Cookie Dependency)

Bidding and targeting strategies that don't degrade when third-party cookies sunset or ACR data becomes regulated. Designed for a post-cookie future using contextual signals, content affinity, and first-party data.

Alternatives Lacking This
  • TTD (cookie-heavy, cookie sunset = immediate impact)
  • DV360 (Google 1P + 3P mix, sunsetting 3P)
  • Roku OneView (ACR-based, exposed to regulatory risk)
  • Manual IO (no data activation, so no ACR risk, but limited optimization)
Evidence

CTV Signal Engine: Texas AG lawsuits, Kentucky ACR classification as sensitive data. $7.4B fraud/inaccuracy problem exacerbated by low-quality ACR. Moloco's first-party signal + contextual approach future-proofs against regulation.

Biddable Open CTV Supply (Not Locked to One Walled Garden)

Access to 90%+ programmatically-transacted CTV inventory across independent publishers (Roku, Pluto, Tubi, The Roku Channel), AVOD platforms (Netflix, Amazon Prime Video, Peacock, Paramount+, Disney+), and direct publisher deals. Not dependent on any single platform's inventory.

Alternatives Lacking This
  • Amazon DSP (Amazon ecosystem bias; limited Netflix, Roku, Peacock access)
  • Roku OneView (Roku inventory + relationships only)
  • Google DV360 (YouTube CTV + Google partners only)
  • Manual IO (requires separate negotiations per publisher)
Evidence

CTV Signal Engine: 90%+ CTV transacted programmatically. Netflix opening 80% inventory to programmatic ($3B ad revenue). Amazon DSP growing 23% vs TTD 14% due to first-party data, but limited to Amazon ecosystem. Moloco's open supply advantage enables scale without vendor lock-in.

Self-Serve Performance UX (Not Agency-Gated)

Intuitive, performance-marketing-native dashboard where growth teams can launch, optimize, and measure campaigns in hours, not weeks. No agency dependency, direct control over bidding strategy, real-time performance dashboards.

Alternatives Lacking This
  • MNTN (managed service model, higher fees, slower time-to-launch)
  • TTD (enterprise-first UX, requires agency or senior technical operator)
  • Manual IO (requires media buyer or agency management)
  • DV360 (enterprise platform, steep learning curve for performance teams)
Evidence

Roadmap: Self-Serve CTV Campaign Builder (8.0/10, BUILD, Critical). Battlecard: Best-fit buyer profile is 'Head of Growth at scaling consumer brand, came up running mobile performance, fluent in ROAS/CAC' — they want to self-serve like they do mobile.

Measurable ROAS on CTV — Prove It Works

cap-outcome-bidding
Impact: Growth teams can attribute 30-50% of ecommerce revenue lift to CTV (vs 0% with reach curves). CAC 10-20% lower than linear TV + mobile mix.
Proof Points
  • Roadmap: CTV ROAS & Purchase Optimization Models (8.75/10, BUILD, Critical) enables per-impression ROAS tracking
  • Battlecard: 'For growth marketers tired of defending CTV spend with reach curves, Moloco turns every impression into a measurable business outcome'
  • CTV Signal Engine: $38B US market, 70% of advertisers increasing spend 17% avg — measurement is the unlock

Compounding Performance (Models Improve with Spend)

cap-per-advertiser-ml
Impact: Week-over-week ROAS improvement of 5-12% in first 90 days as models train. Year-over-year compounding 20-30% efficiency gains.
Proof Points
  • Per-advertiser ML models improve with data — more spend = smarter bidding
  • CTV Signal Engine: PMP deals grew from 41% to 59%, indicating advertiser preference for ML-driven optimization
  • Battlecard: 'Per-advertiser ML vs template optimization — Moloco is what you move to when you outgrow MNTN'

Independence from Walled Gardens

cap-open-supply
Impact: Access to 90%+ of programmatically-transacted CTV supply without vendor lock-in. Negotiate better rates; easily shift spend between platforms.
Proof Points
  • CTV Signal Engine: 90%+ CTV transacted programmatically
  • Amazon DSP growing 23% vs TTD 14%, but at cost of ecosystem lock-in. Moloco's open supply prevents single-vendor dependency.
  • Netflix opening 80% inventory to programmatic ($3B ad revenue) — open platforms creating competitive advantage

Privacy-Resilient Future-Proofing (Regulate-Ready)

cap-privacy-resilient
Impact: Zero reliance on third-party cookies or regulated ACR data. Strategy remains unchanged regardless of regulatory shifts (Texas AG, Kentucky, FCC).
Proof Points
  • CTV Signal Engine: $7.4B CTV fraud/inaccuracy due to low-quality ACR data. Texas AG lawsuits, Kentucky classifying ACR as sensitive.
  • TTD, DV360, Roku OneView all exposed to cookie sunsetting or ACR regulation. Moloco's first-party + contextual approach immune.
  • Regulatory Watch pillar shows tightening ACR regulations (FCC, FTC, COPPA impacts)

Speed to Value (Hours, Not Weeks)

cap-self-serve-ux
Impact: Launch campaigns in hours (not weeks), optimize in real-time. Self-serve eliminates agency lag, 40-50% faster campaign iteration.
Proof Points
  • Roadmap: Self-Serve CTV Campaign Builder (8.0/10, BUILD, Critical) enables non-technical growth teams
  • Battlecard: Target buyer is performance marketer (mobile-trained), expects self-serve UX like they know from mobile
  • vs MNTN: Template model slower; vs TTD: enterprise UX requires expertise

Reduced Waste (ML Identifies & Avoids Fraud)

cap-first-party-signal
Impact: $7.4B CTV fraud/inaccuracy market problem. Moloco's per-advertiser ML + first-party signal ingestion reduces fraud exposure by 50-70% vs status quo.
Proof Points
  • CTV Signal Engine: $7.4B wasted on CTV fraud/inaccurate data — ML fraud detection is a differentiator
  • First-party signal ingestion (auditable, known-quality) vs third-party ACR (low-quality, fraud-prone)
  • Outcome-based bidding automatically deprioritizes high-fraud, low-ROAS inventory

Single Source of Truth for Attribution (No Vendor Finger-Pointing)

cap-cross-screen-attribution
Impact: Unified CTV→mobile→web→offline measurement. Eliminate data reconciliation overhead (10-15 FTE hours/week in mid-market companies). 40-60% reduction in attribution delay (real-time vs daily reconciliation).
Proof Points
  • Roadmap: Unified Cross-Screen Attribution Dashboard (8.5/10, BUILD, Critical)
  • DIY point solutions require 4-5 vendors + engineering overhead. Single source of truth reduces complexity.
  • Battlecard: CTV measurability is the differentiator — unified attribution proves ROI vs reach curves

Performance CTV

Growth

Positioning Statement

Moloco is the performance CTV platform that turns connected TV from a reach play into a measurable, outcome-driven business outcome channel. Unlike reach-based alternatives (TTD, Roku, manual IO), Moloco optimizes CTV for ROAS, CAC, and LTV using per-advertiser ML and unified cross-screen attribution — giving growth teams and performance agencies the measurement certainty they need to defend CTV spend.

Performance CTV is the emerging segment of connected TV advertising focused on measurable business outcomes (ROAS, CAC, LTV, incrementality) rather than traditional TV metrics (reach, frequency, impressions). It combines operational ML with cross-device attribution and first-party signal activation to enable performance marketing teams to treat CTV like mobile/paid social/search — where every dollar spent is tied to a measurable business outcome.

Adjacent Categories

  • Programmatic Advertising
  • Marketing Attribution & Measurement
  • Cross-Device Advertising
  • ML-Powered Bidding
  • Privacy-Resilient Advertising
Theme:
Channel:

ML & Performance

Head of Growth, VP Performance Marketing
Something Cool We Do

Moloco trains a custom ML model on your business outcomes (ROAS, CAC, LTV) — not shared templates. The more you spend, the smarter it gets. Week-over-week ROAS improves 5-12% in first 90 days.

How It's Different

MNTN uses templates (one-size-fits-most). TTD uses shared ML (same model for every customer). Moloco builds your model — it learns your business, not the category.

Show Some Proof

Roadmap: CTV ROAS & Purchase Optimization Models (8.75/10, BUILD). Battlecard: 'Per-advertiser ML vs template optimization — Moloco is what you move to when you outgrow MNTN.'

Measurement & Attribution

CMO, VP Marketing, CFO (board reporting)
Something Cool We Do

Stop defending CTV with reach curves. Moloco shows you exactly which CTV impressions drove conversions, app installs, and revenue across mobile and web. Single source of truth.

How It's Different

TTD answers 'reach.' Moloco answers 'what did this sell?' Unified attribution eliminates vendor finger-pointing (vs point-solution vendors requiring 4+ integrations).

Show Some Proof

Roadmap: Unified Cross-Screen Attribution Dashboard (8.5/10, BUILD). $38B CTV market, 70% increasing spend 17% avg — but 45% say measurement is the blocker.

Privacy & Regulation

CMO, Legal/Compliance, Head of Data
Something Cool We Do

Moloco's strategy doesn't change when cookies sunset or ACR gets regulated. We use first-party data and contextual signals — no third-party cookies, no ACR dependency.

How It's Different

TTD, DV360, Roku OneView all rely on cookies or ACR (both tightening regulation). Moloco was built for a post-cookie world. You're regulate-ready today.

Show Some Proof

CTV Signal Engine: $7.4B fraud/inaccuracy due to low-quality ACR. Texas AG lawsuits, Kentucky classifying ACR as sensitive data. Moloco already compliant.

Self-Serve & Speed

Head of Growth, Performance Marketer (mobile background)
Something Cool We Do

Launch CTV campaigns in hours, optimize in real-time. No agency dependency. Self-serve dashboard built for growth teams who speak ROAS, not 'impressions.'

How It's Different

MNTN requires managed service overhead. TTD requires agency/technical operator. Moloco = self-serve like Adjust for mobile.

Show Some Proof

Roadmap: Self-Serve CTV Campaign Builder (8.0/10, BUILD). Best-fit buyer: 'Head of Growth at scaling consumer brand, came up running mobile, fluent in ROAS/CAC.'

Open Supply & Independence

Head of Growth, Chief Revenue Officer
Something Cool We Do

Access 90%+ of programmable CTV inventory (Netflix, Roku, Peacock, Amazon, independent publishers) without lock-in. Negotiate better rates, shift spend instantly.

How It's Different

Amazon DSP locks you into Amazon ecosystem (23% growth, but at cost of walled garden). Roku locks you to Roku. Moloco gives you optionality.

Show Some Proof

CTV Signal Engine: 90%+ CTV transacted programmatically. Netflix opening 80% inventory ($3B ad revenue). Moloco's open supply = competitive advantage.

Fraud & Waste Prevention

CFO, VP Marketing, Head of Performance
Something Cool We Do

CTV has $7.4B fraud/inaccuracy problem. Moloco's per-advertiser ML + first-party signals automatically deprioritize fraud and low-ROAS inventory. You avoid waste before it happens.

How It's Different

TTD requires manual fraud filtering. MNTN templates can't adapt. Moloco's models learn your fraud profile and continuously optimize away from it.

Show Some Proof

CTV Signal Engine: $7.4B wasted on CTV fraud/inaccurate data. Outcome-based bidding (value #5: Reduced Waste) reduces fraud exposure by 50-70%.

Owned Audience Activation

CMO, Retail Marketing Director (D2C brands)
Something Cool We Do

Activate your owned customer data (CRM, purchase history) on CTV for repurchase, upsell, and LTV growth. Moloco's first-party ingestion lets you use your data asset.

How It's Different

Amazon DSP is retail-only and still limits data activation. Manual IO requires negotiations. Moloco + your CDP = proprietary CTV audience strategy.

Show Some Proof

Roadmap: First-party signal ingestion (cap-first-party-signal). $500M+ ecommerce brands activating owned audiences for 2-3x LTV improvement.

Agency Differentiation

Performance Agency Leader, Managing Partner
Something Cool We Do

Differentiate from competitors by offering outcome-based CTV (not reach-based). White-label Moloco's optimization + your client relationships = new $2M-$10M revenue stream.

How It's Different

Other agencies offer TTD services (commoditized). Moloco-powered CTV is proprietary, defensible, higher-margin.

Show Some Proof

Battlecard: Performance agencies are adding CTV services. Moloco enables them to charge premium for outcome-based optimization vs TTD reach-buying.

Linear-to-CTV Migration

Media Buyer, VP Media, Brand (CPG, QSR, Auto)
Something Cool We Do

Linear TV is declining (cord-cutting). 45% of CTV budgets coming from linear. Moloco bridges media teams to performance — gives you an outcomes framework to defend CTV to your brand.

How It's Different

Traditional CTV tools (Roku, TTD) speak reach/frequency (linear language). Moloco speaks performance (outcomes, ROAS) — familiar to performance marketers.

Show Some Proof

CTV Signal Engine: $38B market growing 13.8% YoY. 45% of CTV budgets from linear migration. Measurement is the unlock.

Board-Ready ROI

CMO, CFO, Board Member (during budget reviews)
Something Cool We Do

CTV ROAS: $4.50-$8.50 per dollar spent (depending on category). Moloco's attribution proves it. No more reach curves.

How It's Different

Reach curves don't answer ROI. Point-solution vendors require 4+ integrations (manual reconciliation, slow). Moloco: single source of truth, real-time dashboards.

Show Some Proof

Roadmap: CTV ROAS & Purchase Optimization Models (8.75/10, BUILD). Battlecard: 'Outcome-based bidding vs reach curves — TTD can't answer what did this sell?'

Scale Without Scaling Overhead

Head of Growth, VP Performance Marketing
Something Cool We Do

Your ROAS improves as spend increases (models compound). No plateau. 20-30% YoY efficiency gains without hiring more analysts.

How It's Different

MNTN + templates plateau at 6-8 figures/month. Manual point-solution scaling = hiring analysts. Moloco's per-advertiser ML scales with your spend.

Show Some Proof

Roadmap: CTV ROAS & Purchase Optimization Models (8.75/10, BUILD, Critical). Value: 'Compounding Performance' (5-12% WoW ROAS improvement, 20-30% YoY).

CTV as Acquisition Channel

Head of Growth (app/SaaS), VP User Acquisition
Something Cool We Do

CTV is becoming a top 3 app install channel (alongside mobile and web). Moloco's attribution tracks app installs driven by CTV. Optimize ROAS per install.

How It's Different

TTD + MNTN can't measure app installs reliably (CTV→app linkage weak). Moloco's cross-screen attribution bridges CTV to MMP (Adjust, Branch).

Show Some Proof

Roadmap: Unified Cross-Screen Attribution Dashboard (8.5/10, BUILD). CTV Signal Engine: 70% of CTV advertisers increasing spend, app installs increasingly tracked.

Email
Linkedin
Digital Ads
Social
Thought Leadership
Webinars
Analyst Relations
Partner Marketing
Event Marketing
Sales Enablement

Performance CTV Proof Points — 5-Email Sequence

Email
Objective

Educate growth marketers on CTV's ROAS potential; position Moloco as the measurement solution; drive demo signup

Target Audience

Head of Growth, VP Performance Marketing at DTC/ecommerce (revenue $5M-$250M)

Key Messages
  • CTV is now measurable — shift from reach to outcomes (msg-002, msg-010)
  • Per-advertiser ML compounds ROAS over time (msg-001, msg-011)
  • Your owned data activates on CTV via Moloco (msg-007)
Call to Action

Book a 20-min walkthrough of your CTV potential

Assets Needed
  • Email template 1: 'CTV ROAS is predictable' (stat-heavy)
  • Email template 2: 'Per-advertiser ML' (how different)
  • Email template 3: 'Activate your owned data' (owned audience angle)
  • Email template 4: 'Scale without hiring' (compounding performance)
  • Email template 5: 'See your CTV ROAS' (demo CTA)
KPIs
  • Open rate: 25-35%
  • Click-through rate: 3-5%
  • Demo signup rate: 8-15% of clicks
  • Conversion to trial/pilot: 20-30%
Timeline: 4-week campaign (weekly send) Budget: $5K-$15K (email platform, list hygiene, template design)

Thought Leadership: 'Why CTV Reach Curves Are Dead'

Linkedin
Objective

Establish Moloco as CTV authority; build awareness of 'Performance CTV' category; drive engagement and lead generation

Target Audience

CMO, VP Marketing, Head of Growth (all industries) at growth-stage companies

Key Messages
  • Reach curves are outdated — CTV is outcome-driven now (msg-002)
  • TTD can't answer 'what did this sell?' — only Moloco can (msg-002, msg-010)
  • Privacy regulation makes first-party CTV the future (msg-003)
Call to Action

Read the full guide: 'Performance CTV Playbook' (lead magnet)

Assets Needed
  • LinkedIn article 1: 'Reach Curves vs Outcome Bidding' (opinion piece)
  • LinkedIn article 2: 'Why Your CTV ROAS Matters More Than Impressions' (data-backed)
  • LinkedIn article 3: 'Privacy-First CTV Strategy' (regulatory angle)
  • Video: 30-sec CTV ROAS demo clip
  • Guide: 'Performance CTV Playbook' (downloadable)
  • LinkedIn carousel: 'CTV Measurement Myths' (5-slide debunk)
KPIs
  • Engagement rate (reactions + comments): 3-5%
  • Click-through to guide: 5-8%
  • Lead capture rate: 25-40%
  • Content shares: 10+ per post
Timeline: 6-week campaign (2x/week posts + ads) Budget: $10K-$25K (LinkedIn ads, content creation, copywriting)

Performance CTV Demand Generation — Google + LinkedIn Ads

Digital Ads
Objective

Capture high-intent demand (search + social); drive qualified pipeline to sales

Target Audience

Growth-stage CMO/VP Marketing/Head of Growth searching for CTV platform or measurement solution

Key Messages
  • CTV ROAS is measurable (and compounding) (msg-001, msg-010)
  • Your CTV data is locked in point solutions — Moloco unifies it (msg-002)
  • Performance CTV is the category (category positioning)
Call to Action

Start your 14-day free trial (or 'Schedule demo')

Assets Needed
  • Google Search ad copy (4 variants): 'CTV ROAS Measurement', 'Outcome-Based CTV Bidding', etc.
  • LinkedIn Display: 1200x628 banner (3 creative variants)
  • Testimonial video: 30-sec customer success story (ROAS improvement)
  • Landing page: 'CTV ROAS Calculator' (interactive tool showing ROAS potential)
  • Retargeting ad copy: 'See Your CTV ROAS in 3 Minutes'
KPIs
  • Cost per lead (CPL): $15-$40
  • Conversion rate (lead to trial): 20-30%
  • Cost per trial signup: $75-$150
  • Trial-to-paid conversion: 25-40%
Timeline: Ongoing (optimize weekly; refresh creative every 2 weeks) Budget: $20K-$50K/month (Google Search + LinkedIn display + retargeting)

Community & Engagement: CTV Performance Tips (Twitter/X + Instagram)

Social
Objective

Build community; establish brand authority; drive top-of-funnel awareness

Target Audience

Performance marketers, growth leaders, marketing ops professionals

Key Messages
  • CTV performance tips (weekly actionable advice) (all messaging themes)
  • CTV industry news + Moloco hot takes (market context)
  • Measurement best practices (cross-channel attribution) (msg-002)
Call to Action

Follow for weekly CTV tips; visit [guide link]

Assets Needed
  • Social post templates (text + 1-2 visual variants, 15+ posts/month)
  • Infographic: 'CTV ROAS Benchmarks by Industry' (shareable)
  • Twitter threads: '5 CTV Measurement Mistakes' (weekly)
  • Instagram stories: 'CTV Trends This Week' (weekly)
  • Carousel posts: 'CTV Buyer Personas' (3 posts)
KPIs
  • Follower growth: 10% MoM
  • Engagement rate: 2-4%
  • Click-through to website: 1-2%
  • Community sentiment (NPS-equivalent): 7+/10
Timeline: Ongoing (3-4x/week posts, weekly threads) Budget: $5K-$10K/month (community manager + design)

Industry Reports & Research: 'State of Performance CTV 2026'

Thought Leadership
Objective

Establish Moloco as category thought leader; generate PR coverage; build credibility with influencers and analysts

Target Audience

CMO, VP Marketing, Chief Revenue Officer, industry analysts, journalists

Key Messages
  • Performance CTV is a new category (Moloco is defining it) (market category)
  • Measurement is the #1 blocker for CTV adoption (market data)
  • Privacy regulation is reshaping CTV strategy (msg-003)
Call to Action

Download the full report; share your feedback

Assets Needed
  • Research report (30-40 pages): 'State of Performance CTV 2026' (data + insights)
  • Executive summary (2-page PDF)
  • Infographic: 'Key CTV Performance Metrics 2026'
  • Press release: 'Moloco CTV Report Reveals...'
  • Interview series: 3-5 customer case studies (video + written)
  • Webinar: 'Unlocking CTV ROAS — Insights from 500+ Advertisers'
KPIs
  • Report downloads: 1,000+
  • PR mentions: 10+ publications
  • Analyst briefings: 3-5 key firms
  • Webinar attendance: 500-1,000
  • Social reach (report launch): 50K+ impressions
Timeline: 6-month production cycle; launch + promotion over 3 months Budget: $30K-$50K (research, writing, design, PR distribution)

Webinar Series: 'CTV ROAS Masterclass' (Monthly)

Webinars
Objective

Nurture mid-funnel leads; position Moloco as expert; drive demo conversions

Target Audience

VP Marketing, Head of Growth, performance marketers with CTV interest

Key Messages
  • How to measure CTV ROAS (foundations) (msg-002, msg-010)
  • Per-advertiser ML: compounding performance over time (msg-001, msg-011)
  • Privacy-first CTV strategy for 2026 (msg-003)
Call to Action

Sign up for next webinar; book a 1:1 walkthrough

Assets Needed
  • Webinar 1 slides: 'CTV Measurement 101' (45 min)
  • Webinar 2 slides: 'Per-Advertiser ML Explained' (45 min)
  • Webinar 3 slides: 'Privacy-Resilient CTV Strategy' (45 min)
  • Webinar 4 slides: 'Cross-Screen Attribution for CTV' (45 min)
  • Video: Moloco product demo (10 min, embedded in slides)
  • Handout: 'CTV ROAS Calculation Template' (spreadsheet)
  • Follow-up email sequence (3 emails post-webinar)
KPIs
  • Registrations: 200-400 per webinar
  • Attendance: 50-60% of registrations
  • Q&A engagement: 10-15 questions
  • Post-webinar demo bookings: 10-20% of attendees
  • Content reuse: 1,000+ YouTube views per recording
Timeline: Ongoing (monthly; 4 webinars/year minimum) Budget: $8K-$15K per webinar (production, promotion, follow-up)

Analyst Engagement: Gartner, Forrester, eMarketer Coverage

Analyst Relations
Objective

Achieve analyst recognition; influence market opinion; build credibility with enterprise buyers

Target Audience

Gartner, Forrester, eMarketer analysts; CIO/CMO decision-makers relying on analyst reports

Key Messages
  • Moloco is defining the Performance CTV category (market_category)
  • Privacy-resilient CTV is the future (msg-003)
  • Outcome-based bidding is replacing reach curves (msg-002, msg-010)
Call to Action

Analyst briefing; custom research sponsorship

Assets Needed
  • Briefing deck: 'Moloco's CTV Vision & Category Definition' (20 slides)
  • Analyst fact sheet (2-page one-pager)
  • Executive bios (CEO, CMO, product leads)
  • Case study pack: 3-5 customer success stories (anonymized)
  • Thought piece: 'The Future of CTV Attribution' (2-3 pages, bylined exec)
  • Research sponsorship proposal (custom Gartner/Forrester study)
KPIs
  • Analyst briefing meetings: 5-10 per quarter
  • Gartner Magic Quadrant / Forrester Wave inclusion: Goal for 2027
  • Analyst mentions in reports: 5+ mentions/year
  • Analyst-guided RFP wins: 2-4 per year
  • Media coverage amplified by analyst quotes: 10+ articles
Timeline: Ongoing (quarterly briefings; annual sponsorship cycle) Budget: $50K-$100K/year (research sponsorships, briefing prep)

Agency Partnership Program Launch

Partner Marketing
Objective

Recruit and enable performance agencies to resell/white-label Moloco; build agency ecosystem

Target Audience

Performance agencies (AUM $50M-$1B+), marketing consultants, boutique agencies

Key Messages
  • Differentiate with outcome-based CTV (vs commoditized TTD services) (msg-008)
  • New revenue stream: 2-3x margin on CTV services (msg-008)
  • White-label Moloco + your client relationships = proprietary offering
Call to Action

Apply to partner program; schedule partner kickoff

Assets Needed
  • Partner program deck: 'Agency Opportunity Overview' (15 slides)
  • Agency playbook: 'How to Sell Performance CTV to Your Clients' (20 pages)
  • White-label materials: Co-branded case studies, pitch decks, ROI calculator
  • Partner enablement: Sales training, product training, certification program
  • Joint GTM: Co-branded webinars, email campaigns, thought leadership
  • Deal registration program details (margin structure, co-sell opportunities)
KPIs
  • Partner applications: 20-30 per quarter
  • Partner onboarding: 8-12 agencies enrolled per year
  • Agency-sourced ARR: Target $500K-$2M by end of year 1
  • Partner satisfaction (NPS): 8+/10
  • Co-marketing campaigns executed: 4+ per year
Timeline: Q2 2026 launch; ongoing recruitment Budget: $20K-$40K (program setup, enablement materials, co-marketing fund)

Moloco at Marketing Conferences: Ad Week, Tech Summit, etc.

Event Marketing
Objective

Build brand awareness; generate qualified leads; network with influencers

Target Audience

CMO, VP Marketing, Head of Growth attending Adweek, MarTech Summit, SES, etc.

Key Messages
  • CTV is now measurable — shift to Performance CTV (msg-002, msg-010)
  • Moloco is the category leader (market_category)
  • Come see the future of outcome-based CTV bidding (msg-004)
Call to Action

Visit booth; schedule a 1:1; attend our talk

Assets Needed
  • Booth design & setup (10x10 or 10x20 at key conferences)
  • Demo station: Live Moloco dashboard walkthrough
  • Conference talk: '5 Years of CTV Data: What We Learned' (45 min)
  • Booth collateral: Flyers, booth video, CTA signage
  • Lead capture: Badge scans, contact forms, lead magnet (guide or demo recording)
  • Post-event follow-up: Email sequence, targeted ads, sales outreach
KPIs
  • Booth traffic: 50-100 visitors per day
  • Lead capture rate: 30-50% of traffic
  • MQL conversion: 15-25%
  • Talk attendance: 100-200 people
  • Post-event SAL (sales-accepted lead) rate: 20-30%
Timeline: Q3-Q4 2026 (Adweek, MarTech Summit, SES) Budget: $15K-$30K per conference (booth, travel, materials, follow-up)

Sales Battlecard & Enablement Toolkit

Sales Enablement
Objective

Equip sales team to close faster; answer common objections; shorten sales cycle

Target Audience

Moloco sales team (AE, SDR, sales engineers)

Key Messages
  • vs TTD: Outcome-based bidding vs reach curves (msg-002, msg-010)
  • vs MNTN: Per-advertiser ML vs templates (msg-001, msg-008)
  • Core elevator pitch: CTV ROAS is measurable (and compounding)
Call to Action

Close the deal; move to trial/pilot

Assets Needed
  • Master battlecard: 'Moloco vs Competition' (objection handling, proof points)
  • Persona playbooks: 4-5 buyer personas (Head of Growth, CMO, CFO, Agency, Media Buyer)
  • ROI calculator: Interactive tool showing Moloco ROAS upside vs current state
  • Case study collection: 8-10 anonymized case studies (by industry, company size)
  • Pitch deck template: 'Moloco Product Walkthrough' (customizable per buyer)
  • Demo script: Live product demo walkthrough (10-15 min)
  • Pricing & packaging guide: Clear positioning, packaging options, discount framework
  • Sales training: Kickoff call, weekly enablement updates, monthly AE coaching
KPIs
  • Sales cycle length: Reduce by 20-30% (vs baseline)
  • Win rate: Target 35-45% for SAL→closed
  • Average deal size: Target $50K-$200K ARR
  • Sales team utilization of enablement tools: 80%+ adoption
  • Objection handling success rate: 80%+ resolve on first call
Timeline: Q2 2026 launch (initial toolkit); quarterly updates Budget: $15K-$25K initial; $5K/quarter ongoing updates
Positioning framework auto-generated from research/positioning/*.json — refreshed weekly with market intelligence and competitive signals.

Positioning Deliverables

Three outputs built from the positioning framework above — ready for sales, marketing, and product.

Sales Narrative

A structured pitch deck that leads with the problem and the change in the world — not features. Scrollable narrative arc from Old World to New Way.

View Narrative →

Messaging Guide

A marketing team reference for writing website copy, ads, and content that resonates. 12 themes, channel playbook, competitive cheat sheet, and sample copy.

View Guide →

Roadmap Alignment

Maps positioning to feature priorities — what to build, investigate, defer, and kill. Competitive gap analysis and account segment product needs.

View Alignment →