Moloco expands into app, CTV and commerce ads with AI system CARA
The company says CARA runs more than 30 models and agents across six ad functions, and will support its push into apps, connected TV and commerce media.
Moloco said on November 5 that it will expand its advertising business into app advertising, connected TV (CTV) advertising and commerce media, at a media briefing called MOLOCON 26 held at its Korea office in Gangnam, Seoul, according to aitimes.com.
The company introduced an AI system it calls Composite Ad Recommendation Architecture (CARA), in which more than 30 models and agents handle six areas: ad inventory, targeting, bidding, creative, signal processing and campaign automation. Moloco said CARA is implemented as Advertising General Intelligence (AdGI), which can be applied to new app users with little data.
Moloco said advertisers can currently reach more than 2 billion potential customers and over 2.9 million apps. It added that its commerce media and CTV advertising can be measured down to incremental ROAS.
As an example, Moloco cited a US campaign for Devsisters' Cookie Run: Kingdom that exceeded its target ROAS by 20 percentage points. The briefing also referenced Costco, Olive Young and Netflix as examples in commerce media and CTV advertising.
Zero-click shift
Moloco CMO Paul Dashi cited research with BCG showing that website visits have dropped sharply in the “zero-click” era, while app usage has held or grown in most sectors.
Quick answers
What is CARA?
CARA is Moloco's Composite Ad Recommendation Architecture, an AI system in which more than 30 models and agents handle ad inventory, targeting, bidding, creative, signal processing and campaign automation.
What is AdGI?
AdGI is Advertising General Intelligence, the form in which Moloco said CARA is implemented; the company said it can be applied to new app users with little data.
How large is Moloco's advertising reach?
Moloco said advertisers can currently reach more than 2 billion potential customers and over 2.9 million apps.