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.
This TikTok for Business landing page promotes a limited-period new-advertiser incentive program offering up to USD 6,000 in matched ad credits. Three self-serve tiers are presented: 50% off first 30-day spend (up to $200), dollar-for-dollar match up to $500, and match up to $6,000. A separate headline offer advertises Spend $100/Get $100, Spend $500/Get $500, and Spend $1,500/Get $1,500 plus 1-to-1 expert onboarding support. Registration requires email or phone sign-up with 2-step verification. Eligibility is restricted to new SMB self-serve accounts, excluding agency, Business Center, and TikTok Shop accounts; credits post within 7 days of hitting the highest threshold or after the 30-day window.
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.
TikTok for Business is promoting tiered first-30-day ad credit incentives for new self-serve SMB advertisers: spend $100 get $100, $500 get $500, or $1,500 get $1,500 plus 1-to-1 expert onboarding support, with a headline entry offer of 50% off first-month spend up to $200 and matching credits up to $6,000. Credits are applied within 7 days of hitting the highest threshold or after the 30-day accumulation window. Eligibility excludes agency, Business Center, and TikTok Shop accounts, and limits one ad account per new TikTok For Business account. For ad ops teams, these terms dictate budget pacing, account structure, and credit-expiry planning.
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.
TikTok's UK/Europe scale (30M+ UK, 200M+ EU) and content graph make category objections obsolete. For ad ops, success comes from relevance, not trends: proof-led demos, explainers, reviews, and problem-solving content can reach high-intent audiences without a large follower base. Case studies show material performance: Toyota CPA -38%, BCP 10x registrations, Randstad 2.81% CTR/17M impressions, Prep Kitchen +44% conversion and +374% orders with Smart+, PureGym CPA -77%, HydroClean cost per conversation -74%. Action: test utility/creator content, use Smart+ for scaled creative testing, layer TopView on trusted content, and target niche communities rather than broad reach.
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.
AI personalization is now essential for mobile marketing, with 71% of consumers expecting tailored experiences. This article outlines how AI enhances audience intelligence, creative personalization via DCO and GenAI, engagement timing, and measurement. Marketers should start small with focused A/B tests, prioritize user value, and collaborate across UA, CRM, and product. Key challenges include privacy, overpersonalization, and model bias. Adjust's Growth Copilot offers AI-driven analytics to streamline decision-making.
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