Ned Samuelson has joined Moloco as Global Head of Business, Moloco Commerce Media, to lead global growth and expand the retail business. With a 12-year career at Criteo, he served as Managing Director, Growth US and VP of North America Sales, managing a $500M+ existing business and a $70M+ new business team. He partnered with major brands including Bed Bath & Beyond, Macy’s, Dick’s Sporting Goods, Puma, Foot Locker, and Booking.com.
At Moloco, he will oversee teams in business development, customer experience, strategy, and operations. Moloco Commerce Media offers a high-performance AI platform for retailers and marketplaces to build their own advertising businesses. The platform has achieved a 10x growth in managed ad spend over the past two years and serves over 100,000 advertisers globally, recently activating 10,000 in a single day.
Notable partnerships include Wayfair, Musinsa, and Demaecan. Ned, a Duke University graduate and former professional tennis player, expressed excitement about Moloco's people, product, and performance, emphasizing the cutting-edge machine learning and focus on real business results.
Commerce media, projected to reach $140B in 2025, leverages retailers' first-party transaction data and AI to deliver targeted, performance-driven ads. Privacy regulations and high-margin revenue potential drive growth. Advertisers benefit from closed-loop measurement and high-intent audiences. Retailers gain 70-90% margins. AI enables real-time personalization, automated bidding, and closed-loop optimization. For ad ops, investing in first-party data activation and AI-native platforms is critical to capture this expanding market.
The open internet presents unique challenges for performance advertising: fragmented identity, closed first-price auctions, and non-stationary supply. Moloco's CARA compound architecture tackles this with six integrated technical domains—Campaign Automation, Supply, Ad Recommendations, Bidding, Creative, and Signals—running on a unified ML infrastructure. Key insights for ad ops: the system continuously learns from every interaction, uses knowledge distillation to serve real-time predictions under 10ms latency, and validates improvements through rigorous live experiments. In 2025, 65 validated model updates reduced CPA by 17% and improved ROAS by 27%. The key takeaway: compound AI architectures that connect prediction, bidding, creative, and data can unlock measurable performance gains beyond walled gardens.
Moloco's new Agency Partner Program helps agencies drive profitable performance via Moloco Ads, with education, dedicated support, and collaboration across mobile in-app and CTV. For ad ops decision-makers, the key insight is the ability to break beyond walled gardens and leverage machine learning to unlock incremental growth. Founding partners across global regions gain access to new inventory, optimization expertise, and closer product integration. This enables measurable, scalable results, as evidenced by partners citing D30 ROAS lifts and high-value user acquisition. Ad ops teams should evaluate the program as a strategic lever to differentiate their offerings and diversify media channels.
TikTok is offering new advertisers up to $6,000 in ad credits through a tiered spend incentive ($100/$500/$1500) that includes 1-to-1 expert support at the top tier. However, eligibility is restricted to new SMB self-serve accounts, and credits expire. Alongside the offer, TikTok has rolled out several ad tech innovations—Symphony AI creative suite, Streaming Ads, Agentic Hub, Market Scope, and new MMM data—that provide actionable opportunities for testing and scaling performance. Ad ops teams should review eligibility criteria carefully and consider leveraging these tools to maximize ROI during the promotional window.
TikTok for Business is rapidly expanding its ad tech stack with AI-powered creative tools, new ad formats, and enhanced measurement. Key updates include the Symphony creative suite with Dreamina Seedance 2.5, the Agentic Hub for AI-managed campaigns, Streaming Ads for subscription growth, and GMV Max for TikTok Shop ROI. New analytics via Market Scope and the Attribution Portfolio promise deeper audience insights and full-funnel measurement. Salesforce CRM integration streamlines lead transfer. A limited-time offer provides up to $1500 in ad credits for new advertisers, incentivizing adoption of these advanced solutions.
Moloco's In-App Bidding SDK achieved Google AdMob and Ad Manager certification, expanding its reach to four major platforms. With ~500 publisher integrations, including Voodoo and CrazyMaple, the SDK showed key improvements: bid error rates dropped from ~40% to under 1% on iOS, rewarded video skip-timer boosted ROAS by 8%, and smarter caching increased share of voice by up to 10%. The fully self-serve platform offers direct access to ~$2B in advertiser demand, enabling publishers to maximize revenue without intermediary fees.
LLMs like ChatGPT and Gemini are reshaping mobile app discovery, with traditional search volume expected to decline 25% by 2026. These AI platforms act as answer engines, delivering direct app recommendations to users. For ad ops, this shift requires optimizing for LLM visibility through structured content and reputation management. While native ad formats are in early testing on platforms like Perplexity and Gemini, early adoption can secure high-intent placements. Marketers should track AI-driven traffic and align discovery strategies across ASO, SEO, and LLMs to stay competitive in an AI-first environment.
Web-to-app strategies boost conversions by 77% and achieve 13.6% average paying user rate. Brands like adidas saw 2.4x higher ROAS from deep-linked users, while AirAsia improved bookings by 19%. Key challenges include measurement gaps, siloed teams, and onboarding friction. Solutions involve Google Ads Web-to-App Install and Web to App Connect with AppsFlyer Smart Banners and deep linking. Actionable steps: set tracking, import conversions, activate smart bidding, and deep link users.
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