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Moloco announces multi-year strategic partnership with Viacom18 for Ad Serving on JioCinema

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Moloco, a leader in operational machine learning (ML) and advertising technology, announced a strategic partnership with Viacom18 and JioCinema in India. As part of this multi-year partnership, Moloco is using its advanced machine learning and ad serving capabilities to build a powerful monetisation solution for Viacom18/JioCinema, and it began with the Tata IPL last year. The Tata Indian Premier League, featuring 74 matches, providing the ultimate opportunity for streaming media monetisation, with advertisers reaching massive global audiences of engaged sports fans. Last year, 449 million cricket viewers watched Tata IPL on JioCinema from March to May 2023. Supported by the Moloco ad-serving technology, JioCinema served targeted ads to a peak concurrent viewership of 32M users.

Moloco Streaming Monetisation is an enterprise software solution that empowers streaming services to transform how they monetize content and media to unlock profitable growth. Moloco works with streaming platforms to maximize the value of each ad impression from price-driven decisioning to outcome optimisation. The rise of streaming video globally coupled with the complexity of serving ads at live events makes this partnership an exciting opportunity to innovate, by delivering engaging ads and profitable advertiser ROI.

“As the streaming media industry continues to focus on monetisation, we’re excited to partner with leading players such as JioCinema to develop their performance advertising engine,” said Sunil Rayan, Moloco’s Chief Business Officer. “We have leveraged Moloco’s deep experience in advertising technology over the last decade to build an ad-serving solution for JioCinema that ensures stability at scale and improves user experience during peak times. Looking ahead to Tata IPL 2024, we anticipate an even bigger opportunity to engage millions of viewers while also creating measurable value for advertisers,” he added.

Akash Saxena, CPTO, JioCinema, stated, “By using Moloco’s advanced algorithms and highly optimised ad serving infrastructure, we were able to deliver ads to 32M viewers concurrently during Tata IPL 2023 and offer new monetisation opportunities to our advertisers.”

Speaking on the announcement, Siddharth Jhawar, Moloco’s General Manager for India, said, “India’s 700 million digital population has shown a growing preference for consuming video content online. As streaming platforms scale and look for more monetisation opportunities, Moloco Streaming Monetisation can help them grow profitably.”

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