Moloco Partners with Haus to Expand Access to Independent Mobile App and CTV Advertising Measurement

Summary

The core argument is that attribution remains essential for conversion understanding and real-time AI optimization, but it is not enough as spend spreads across mobile apps, CTV, and other channels. Marketers need independent incrementality measurement to determine whether a channel creates new growth or merely captures conversions that would have happened anyway. Moloco is partnering with Haus to provide third-party, geo-based incrementality studies for Moloco mobile app and performance CTV campaigns.

In practice, Moloco campaigns run in test markets while comparable control markets are held out; the difference in outcomes between test and control reveals true incremental lift - the conversions or revenue attributable to Moloco. This gives ad ops and growth teams an independently verified read on incremental contribution. The partnership reflects Moloco's stated measurement approach: transparent, outcome-oriented, and aligned to advertiser goals.

No specific lift percentages or spend figures are disclosed, but Moloco cites strong results in CTV and years of mobile performance. Quotes from Beth Berger, GM Americas at Moloco, and Jinesh Ramani, VP Partnerships at Haus, emphasize confidence through independent verification and expanded access to rigorous measurement and decisioning systems. The article positions attribution and incrementality as complementary: attribution provides granular, real-time signals for optimization, while incrementality validates causal impact and channel-level growth.

For ad ops decision-makers, the actionable takeaways are: add geo-based incrementality testing to validate channel contribution beyond attribution; use test/control holdouts to support budget reallocation and incremental ROI decisions; expect independent measurement to strengthen AI optimization feedback loops; and align measurement with business goals. These studies help reduce wasted spend by identifying channels that are not driving lift. To start, existing Moloco partners should contact their Moloco representative about incrementality testing with Haus.

Marketers new to Moloco can contact Moloco's team to begin. This partnership matters for mobile and CTV advertisers seeking causal proof of performance.

Analyst Note

The key implication here isn't that incrementality is new — geo-based holdouts have been a standard methodology for years. It's that a performance platform is inviting a third party to grade its own homework in a category where that remains the exception rather than the rule. Haus has carved out a niche as a neutral arbiter across walled gardens, and Moloco extending that access to both mobile UA and performance CTV signals confidence — while raising the bar for competitors that still route lift measurement through proprietary dashboards or restrict studies to their own tooling.

What's notable is how this lands on CTV specifically. The channel has historically borrowed mobile's attribution assumptions despite fundamentally different consumption patterns, and rapid spend growth has made that gap harder to ignore. Geo holdouts also sidestep the identifier loss that has degraded deterministic attribution elsewhere, which is likely why the incrementality category keeps gaining ground as privacy-driven signal erosion continues.

The practical takeaway for UA and ad ops teams is structural: incrementality reads sit alongside attribution, not in place of it. Attribution still feeds real-time optimization; holdouts validate whether that optimization reflects genuine growth. Budget decisions increasingly lean on both. Worth watching is whether independent measurement becomes table stakes or stays a differentiator.