MolocoMoloco launches Agency Partner Program with more than a dozen founding partners
Summary
The Agency Partner Program launched by Moloco addresses a critical pain point for agencies: the need to deliver measurable performance and differentiation in a fragmented advertising landscape. With advertisers moving beyond search and social, agencies are pressured to discover and scale new channels. Moloco's program provides structured education, dedicated support, and direct collaboration with product and go-to-market teams, enabling agencies to integrate Moloco's machine learning and access to the independent app ecosystem into their cross-channel strategies.
Core arguments emphasize that profitable scaling requires diversifying into mobile in-app advertising and Performance CTV. The program includes founding partners across North America, EMEA, LATAM, and APAC, with quotes illustrating tangible outcomes. For example, PMG integrates Moloco into cross-channel planning for stronger performance; Dentsu sees it as a natural step beyond walled gardens; SplitMetrics highlights a D30 ROAS lift on fintech apps; RocketLab uses it to scale user acquisition with premium inventory; and Yaaha combines short video expertise with Moloco's ML for consistent performance. Other partners like Addict Mobile, Admiral Media, and GatherOne emphasize high-quality users and efficient ROI across verticals, while CyberZ stresses AI-driven delivery that maximizes service LTV.
Actionable takeaways for ad ops decision-makers: By certifying as a partner, agencies can differentiate themselves, access premium inventory, and leverage advanced ML optimization. The program's collaborative model enables rapid problem-solving and proactive improvements. For agencies aiming to break out of saturated channels, the program offers a structured path to growth, with proven results in verticals such as fintech, dating, and mobile gaming. The emphasis on joint go-to-market and product collaboration positions partners to better meet client goals for scalable, profitable growth.
Analyst Note
What's notable here is less the certification mechanics and more the signal it sends. Moloco is formalizing agency relationships at a moment when performance buyers are actively searching for scale beyond the duopoly. The program's emphasis on education and collaborative go-to-market suggests Moloco sees agencies as a strategic distribution channel, not just a reseller.
This is analogous to what Google and Meta have long done, but with a twist: Moloco's pitch centers on independent app inventory and performance CTV, areas where the walled gardens have less reach. For ad ops professionals, the key implication is that agency partners will now have more structured access to Moloco's machine learning and support, potentially making it easier to test these channels. The inclusion of CTV in the same performance framework is especially worth watching, as it points to a broader shift toward treating TV-like inventory as a direct-response medium.
As signal deprecation continues to pressure attribution, having more channels that run on modeled optimization becomes increasingly valuable. The founding partner list spans regions and verticals, which suggests Moloco is aiming for global consistency in how agencies are trained and supported.
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