Decoding the open internet: Benefits of an in-app bidding SDK for marketers

This article is the second part of a series on decoding the open internet, focusing on how Moloco's SDK helps marketers achieve better ROI. The open internet provides significant reach beyond walled gardens like Google and Facebook, but its complexity often leads to inefficiencies. Intermediaries generate multiple bid requests for the same impression, causing marketers to compete against themselves and inflating costs.

Moloco SDK addresses this by creating a direct supply path between publishers and marketers, bypassing intermediaries and reducing fees. Built on Moloco's ML platform, the SDK processes over 5.8 million bid requests per second, accessing high-quality publisher-level data such as user interactions, click locations, and watch times. This improves ML predictions, leading to better targeting and ROI.

Additionally, the SDK gives marketers greater transparency and control over ad formats like playable, video, and native ads, ensuring accurate brand representation. Key benefits include better ROI through fee reduction, enhanced ML predictions via reliable data, and improved creative transparency. The article concludes by noting that Moloco continues to partner with publishers, benefiting both marketers and publishers.

A final post in the series will cover measurement on the open internet.