Moloco

Overview

Moloco is a machine learning-powered advertising platform that delivers performance-optimized ads across mobile apps, web inventory, and connected TV environments. Founded in 2013 and headquartered in Redwood City, California, Moloco's core differentiation is its proprietary ML infrastructure — each advertiser gets dedicated ML models trained exclusively on their own first-party conversion data rather than shared audience models. The platform operates a Demand-Side Platform (DSP) for mobile app advertisers and a separate supply-side monetization product (Moloco Cloud DSP) for app publishers and commerce media networks. Moloco's web-side presence involves conversion tracking pixels and attribution scripts deployed on advertiser websites.

What This Script Does

Moloco conversion pixel loads tracking scripts from moloco.com and related tracking domains (typically t.moloco.com or pixel.moloco.com). These scripts fire on advertiser websites to measure conversions attributable to Moloco ad campaigns running in the mobile and web ecosystem.

Attribution cookies and identifiers:

• moloco_click_id (30-day expiry, first-party) — stores the click identifier from an inbound Moloco ad click, passed via URL parameter, used to match web conversions to the originating ad impression
• _moloco_uid (90-day expiry, first-party) — a persistent visitor UUID that maintains attribution context across sessions within the conversion window
• Campaign attribution tokens passed as URL parameters (mlclickid, mlcampaign) are extracted by the pixel script and stored in the above cookies

Conversion event tracking: The pixel fires on specific conversion events — product page views (product ID, category, price), add-to-cart (cart value, item count), checkout initiation, and purchase completions (transaction ID, order value, product list). Each event payload sent to t.moloco.com includes the event type, event value, the stored click ID, page URL, referrer, and timestamp. Purchase events include transaction-level data for revenue attribution.

ML model signals: The conversion data collected by Moloco's pixel feeds directly into the ML models that optimize future ad bidding and targeting for the advertiser's campaigns. Moloco's platform uses conversion patterns (which user segments convert at what rates on which event sequences) to predict future conversion likelihood and adjust real-time bidding accordingly. On mobile web, device signals including user agent, screen resolution, and network type are also collected for cross-device attribution matching between web clicks and app installs.

Commerce media integration: Moloco's commerce media product embeds within retail media networks, meaning the pixel may also appear on retailer sites measuring ad performance for brand advertisers running within retail media environments.

Consent & Compliance

Moloco scripts are classified under marketing and analytics consent categories. The tracking pixels, attribution cookies, and behavioral data collection all serve advertising optimization and campaign measurement purposes. The ML model training use of conversion data — while first-party to the advertiser — is processed by Moloco's infrastructure as a third-party data processor.

Under GDPR and the ePrivacy Directive, moloco_click_id and _moloco_uid (both persistent first-party cookies) require explicit opt-in consent before being set. The transmission of user behavioral data and conversion events to Moloco's servers constitutes personal data processing for advertising purposes. Cross-device attribution (correlating web behavior with mobile app installs) is particularly sensitive under GDPR as it involves building profiles across contexts. IAB TCF purposes applicable to Moloco include Purpose 1 (Store and/or access information on a device), Purpose 3 (Create a personalised ads profile), Purpose 4 (Select personalised ads), and Purpose 7 (Measure ad performance).

Under CCPA/CPRA, sharing visitor behavioral and conversion data with Moloco for ad performance optimization constitutes a sale or share of personal information, requiring clear disclosure and opt-out mechanisms. Moloco is headquartered in Redwood City, California; EU/EEA data transfers rely on Standard Contractual Clauses. Moloco participates in the EU-US Data Privacy Framework.

Should You Block This Without Consent?

Yes. Moloco scripts exist to track conversions and collect behavioral data for advertising optimization. They set attribution cookies, transmit conversion data to a third-party advertising platform, and feed ML models that enable cross-device ad targeting. All of this requires prior consent under EU regulations and disclosure under CCPA/CPRA. Block until the visitor grants marketing consent.