Moloco remains one of the key sources for In-App traffic, but recently the platform has gone through significant changes. These updates have affected not only the interface, but also the rules for working with apps, creative moderation, and the overall approach to launching campaigns.

We see that this topic is relevant for most teams working with Moloco: questions are coming in through the bot, being discussed on calls, and increasingly raised in work chats.

On our side, we stay in direct contact with Moloco: we speak with managers, share feedback on accounts, apps, and campaigns, and quickly escalate the issues we see from our clients. This feedback is also important for the platform — Moloco hears the market and involves the necessary teams to resolve controversial cases.

Below, we have collected the main questions that teams ask most often and broken everything down point by point.

What changes are currently taking place in Moloco?

Recently, Moloco has gone through a large-scale update. It affected not only the interface, but also the rules for working with apps and the creative policy.

The main thing to understand is that the platform has become stricter and more structured. Now it is especially important to take Moloco’s requirements into account in advance, comply with the creative policy, and be more careful when registering apps.
Some apps may now require additional approval from Moloco managers, and creatives are reviewed more strictly. This does not mean that the source has stopped working. Rather, it is moving toward a more systematic model that the market needs to adapt to.

On our side, we remain in touch with Moloco managers: we discuss changes directly, provide feedback on accounts and apps, and quickly report the issues we see from our clients in order to find solutions faster.

How should you work with apps in Moloco now?

To launch, it is important that the app is synchronized through 42matters and has a valid domain specified in the store.
In most cases, the app is automatically pulled into the interface, and you can add it yourself. But if an error appears when adding it, or the system asks you to contact a Moloco representative, the app needs to be submitted for additional review.
In such cases, we quickly get involved in the process.

To submit an app for review, we need:
account naming;
store link;
the MMP being used, for example, AppsFlyer or Adjust;
planned GEO.
After that, we pass the data to Moloco, and once approved, the app is added to the account.

Why has traffic become more expensive on Moloco?

We were among the first to raise this issue: we noticed the changes and started analyzing the situation in detail, communicating with support and Moloco managers, and passing on client feedback.

Now we see that the changes have affected the market quite broadly. This is not limited to one account, but applies to many teams working with the source.
Some believe that the cost increase is related to seasonality, but based on our assessment and feedback from Moloco managers, this is not entirely the case.
Moloco has analyzed the situation on its side and identified several factors that may have influenced the cost increase in May compared to April.

The first factor is tighter control over app registration, which was introduced at the end of April. As a result, there is now less flexibility in setting up apps for specific scenarios: not all apps can be added independently, and some require additional approval from Moloco managers.

The second factor is the updated creative policy, which came fully into effect in May. In practice, this means that creative approval requirements have become stricter. Because of this, the pool of approved creatives and available inventory may narrow, which in turn puts upward pressure on CPI.

It is important to say that we are not leaving this issue unattended. We continue to work together with Moloco managers, study the changes in detail, and look for solutions that can help stabilize the source’s performance.
Moloco also sees these changes on its side: spend on the source has decreased compared to the previous month, and this is not in the interests of clients, us, or the platform itself. Therefore, the current shared goal is to understand the reasons, adapt to the new requirements, and return the source to more stable performance.

What is the best way to work with campaigns in Moloco now?

In the current conditions, maintaining efficiency requires more attention to campaign structure, creatives, and the amount of data available for learning.

Diversify creatives
We recommend using at least 2–4 different formats within one campaign: static creatives, videos, native formats, and playable ads.
It is also important to use all recommended creative sizes and orientations: horizontal, vertical, and square. This helps increase reach and gives the algorithm more room for optimization.

Avoid duplicate campaigns
If campaigns have the same goal and one GEO, it is better to combine them and avoid duplication. Identical campaigns may compete with each other, which can lead to higher costs.
Moloco tracks and flags campaigns that it considers duplicates, so now it is especially important to monitor the launch structure.

Use Average Daily Budget
Setting up Average Daily Budget helps distribute the budget more flexibly. It allows the system to track the auction and allocate spend to the most suitable days and times of the week.
This gives more flexibility in daily budget spending and helps avoid overly strict campaign limitations.

Provide enough data
For stable optimization, the algorithm needs data. A good benchmark is 50+ conversions per day.
The more high-quality data a campaign receives, the more consistently the algorithm can learn and make decisions.

How do we help clients in these conditions?

Right now, we act as a link between clients and the source so that questions do not remain at the level of “something has gotten worse,” but are escalated directly to the people who can check and resolve them.

On our side, we:
speed up the process of adding apps if they cannot be added independently or require additional approval;
pass questions about accounts and apps directly to Moloco;
help with the technical setup: AppsFlyer, Adjust, postbacks, integrations, and correct event transmission;
monitor changes in the creative policy;
inform clients in advance about new restrictions and requirements;
help adapt approaches to reduce the risk of rejections and account restrictions.

We know that there have already been cases of account bans in the market, but so far we have not had situations where client accounts were banned specifically because of creatives. We try to catch controversial moments in advance and help clients adapt their approach before it becomes a critical issue.

Our role is not just to provide access to the source, but to support clients in the new conditions: with apps, integrations, creatives, optimization, and communication with Moloco.

Conclusion

Moloco has indeed become stricter: control over apps has increased, creative requirements have been updated, and launch structure now requires more attention.

But this does not mean that the source has stopped working. Rather, the market is going through an adaptation stage. Apps need to be prepared more carefully, creatives must be handled more attentively, duplicate campaigns should be avoided, the algorithm should receive enough data, and analytics should be set up correctly.

We continue to work directly with Moloco, pass on client feedback, and look for solutions to current issues. So now it is important not to panic, but to calmly adapt to the new conditions and build launches more systematically.

If you still have questions about Moloco, apps, creatives, or campaign settings, message us in the bot, and we will help you figure it out.

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