Inside In-App Ads: Past, Present, and What’s Next?

In a recent podcast, Shobeir Shobeiri from Moloco explained how in-app advertising has evolved from direct sales and bundled ad networks to modern mediation platforms and in-app bidding, which enable real-time auctions per impression for better yield and less manual work.
However, challenges such as network overlap and unclear fees persist.
Pricing models have also evolved from CPM to CPC/CPI/CPA and now to dCPM, which dynamically prices based on actual outcomes for transparency and performance.
Moloco addresses these issues with AI-powered tools: Moloco Ads optimizes user acquisition and re-engagement, while the Moloco SDK gives publishers direct access to global demand with no margin fees, maximizing revenue.
The SDK will be available to all publishers next quarter.
With mobile ad spend projected to reach $1 trillion by 2032, adopting transparent, performance-driven solutions is crucial.