Moloco is unstable. What’s next: a new traffic source map for iGaming teams
We break down which sources can become Moloco alternatives for iGaming teams, who Unity, Google Ads, Mintegral, Bigo, Liftoff, and InMobi are best suited for, and where to start the transition.
Дата обновления: 12/10/2019
Publication date: 12/06/2026
Author: Profit Rental
Reading time: 9 min
Content
Introduction
The In-App market has changed more in just a few days than it had over the past several months.
Moloco, which a huge share of teams relied on, has effectively dropped out of the familiar agency model. Accounts have been disabled, new accounts are no longer being created, and there is no point waiting for a return to the previous setup.
For many teams, this came as a shock. But if we take the emotions out of it, the situation looks different: In-App as a whole has not disappeared — one major traffic source has.
That means the market’s task now is not to “find a new Moloco,” but to build a more resilient media buying system that will not collapse after the next policy change.
Let’s break down which alternatives are already available, who they are suitable for, and where teams should start the transition.
Moloco, which a huge share of teams relied on, has effectively dropped out of the familiar agency model. Accounts have been disabled, new accounts are no longer being created, and there is no point waiting for a return to the previous setup.
For many teams, this came as a shock. But if we take the emotions out of it, the situation looks different: In-App as a whole has not disappeared — one major traffic source has.
That means the market’s task now is not to “find a new Moloco,” but to build a more resilient media buying system that will not collapse after the next policy change.
Let’s break down which alternatives are already available, who they are suitable for, and where teams should start the transition.
We have already been through this path
Profit Rental had been working with Moloco long before the source became mainstream. We were the ones who published the first Moloco case study, showed real numbers, and explained the launch mechanics back when most of the market was still only looking into the platform.
We helped teams enter the source from scratch, figure out integrations, select apps, test creatives, optimize campaigns, and scale working funnels.
That is why we are not waiting for the market to decide where to go next. We have already analyzed alternative sources that can become strong alternatives to Moloco DSP.
But right now, it is especially important to avoid the main mistake: trying to find an exact copy of Moloco.
Every In-App source has its own mechanics and its own strong side. In one source, optimization performs better. In another, the quality and type of app play the key role. Somewhere, you need to plan a serious learning budget from the start. Somewhere else, the main barrier is technical integration with the MMP.
That is why there is currently no single channel that can be called a direct Moloco replacement. The new In-App market will be built around several sources, with each one solving a different task: one gives volume, another gives flexibility, and a third offers long-term scaling potential.
Below is our current source map and a breakdown of which traffic sources fit which teams and use cases.
We helped teams enter the source from scratch, figure out integrations, select apps, test creatives, optimize campaigns, and scale working funnels.
That is why we are not waiting for the market to decide where to go next. We have already analyzed alternative sources that can become strong alternatives to Moloco DSP.
But right now, it is especially important to avoid the main mistake: trying to find an exact copy of Moloco.
Every In-App source has its own mechanics and its own strong side. In one source, optimization performs better. In another, the quality and type of app play the key role. Somewhere, you need to plan a serious learning budget from the start. Somewhere else, the main barrier is technical integration with the MMP.
That is why there is currently no single channel that can be called a direct Moloco replacement. The new In-App market will be built around several sources, with each one solving a different task: one gives volume, another gives flexibility, and a third offers long-term scaling potential.
Below is our current source map and a breakdown of which traffic sources fit which teams and use cases.
Unity Ads
To put it simply, Unity currently looks like the clearest commercial option after Moloco.
Unity Ads is the ad platform within the Unity ecosystem, with a large volume of mobile gaming inventory. The source allows teams to launch campaigns optimized for installs, events, and ROAS.
The source is active, major holdings are still working with it, and demand from teams is high.
The key update is that ROAS optimization is now available from day one. Previously, the logic looked like this: launch CPI → collect data → get access to ROAS.
Now this intermediate stage can be skipped, allowing teams to optimize not just for an install, but for a higher-value user right from the start.
Unity Ads is the ad platform within the Unity ecosystem, with a large volume of mobile gaming inventory. The source allows teams to launch campaigns optimized for installs, events, and ROAS.
The source is active, major holdings are still working with it, and demand from teams is high.
The key update is that ROAS optimization is now available from day one. Previously, the logic looked like this: launch CPI → collect data → get access to ROAS.
Now this intermediate stage can be skipped, allowing teams to optimize not just for an install, but for a higher-value user right from the start.
Google Ads
Google Ads should not be viewed only as a replacement for a single In-App source, but as a full advertising ecosystem with different formats, audiences, and launch scenarios.
Unlike classic In-App DSPs, Google allows teams to work more broadly: reaching users across different placements within the Google ecosystem. This gives more flexibility to teams that know how to work with the source and understand its mechanics.
Google Ads can be interesting for almost any vertical — provided the team has experience and prepares the accounts, apps, links, and funnel properly. Here, it is not enough to simply launch a campaign. The whole infrastructure needs to be built correctly: from analytics and events to moderation and scaling.
We provide Google accounts with comfortable commissions, so the source may be interesting both for white-hat teams and gray-hat teams that need a more flexible entry point into Google Ads without unnecessary restrictions.
On our side, we help teams enter Google Ads without strict limits on the number of accounts or minimum deposit, and we work with different verticals.
Additionally, in some cases, we can help with Google business verification when it is required for further account operations.
Unlike classic In-App DSPs, Google allows teams to work more broadly: reaching users across different placements within the Google ecosystem. This gives more flexibility to teams that know how to work with the source and understand its mechanics.
Google Ads can be interesting for almost any vertical — provided the team has experience and prepares the accounts, apps, links, and funnel properly. Here, it is not enough to simply launch a campaign. The whole infrastructure needs to be built correctly: from analytics and events to moderation and scaling.
We provide Google accounts with comfortable commissions, so the source may be interesting both for white-hat teams and gray-hat teams that need a more flexible entry point into Google Ads without unnecessary restrictions.
On our side, we help teams enter Google Ads without strict limits on the number of accounts or minimum deposit, and we work with different verticals.
Additionally, in some cases, we can help with Google business verification when it is required for further account operations.
AppLovin (Axon)
AppLovin is one of the most interesting In-App sources in terms of mobile traffic, but teams should not enter it without proper technical preparation.
It is important to take integration specifics into account from the very beginning. To work with the source correctly, you need to use Adjust, because Adjust acts as AppLovin’s own MMP and allows events to be passed in the required logic.
The main technical point is the transfer of purchase events. AppLovin needs to see not just the fact of a purchase or deposit, but dynamic or real revenue attached to the event. If the purchase event passes the same value every time or passes zero revenue, the source may reject the launch or start blocking campaigns.
That is why before launching, teams need to check in advance that value is passed correctly in events: real amounts of first deposits, purchases, or other target actions. This is especially important for teams working with iGaming, e-commerce, or other models where the economics are based not only on the fact of an event, but also on its value.
AppLovin can be interesting not only for affiliate teams, but also for white-hat products: for example, e-commerce platforms, services with their own website or app, and businesses that can pass real purchase data.
It is important to take integration specifics into account from the very beginning. To work with the source correctly, you need to use Adjust, because Adjust acts as AppLovin’s own MMP and allows events to be passed in the required logic.
The main technical point is the transfer of purchase events. AppLovin needs to see not just the fact of a purchase or deposit, but dynamic or real revenue attached to the event. If the purchase event passes the same value every time or passes zero revenue, the source may reject the launch or start blocking campaigns.
That is why before launching, teams need to check in advance that value is passed correctly in events: real amounts of first deposits, purchases, or other target actions. This is especially important for teams working with iGaming, e-commerce, or other models where the economics are based not only on the fact of an event, but also on its value.
AppLovin can be interesting not only for affiliate teams, but also for white-hat products: for example, e-commerce platforms, services with their own website or app, and businesses that can pass real purchase data.
Mintegral
Mintegral looks like an interesting option not only as an In-App source, but also as a more flexible platform for testing. It offers formats that affiliate teams are already familiar with: video with end cards, playable creatives, and other mechanics commonly used in mobile media buying.
The main challenge with Mintegral is technical integration, especially when working through AppsFlyer. If the app is connected through AppsFlyer and the launch is done via an agency account, additional approval from Mintegral may be required.
The more workable options right now are:
— Adjust;
— Tenjin;
— apps using other compatible trackers.
One of Mintegral’s key advantages is event optimization through TCPE. In this logic, the team defines the required event and a comfortable cost for that event, while the algorithm tries to keep buying within those parameters.
At the same time, TCPE may be available even before the first campaign launch. If you previously ran traffic from another source and the MMP has already recorded events, Mintegral can use those postbacks for learning and open event optimization faster.
Another difference with Mintegral is a wider set of targeting options compared to traditional In-App sources. This gives teams more room for testing, audience segmentation, and finding working hypotheses.
It is also worth noting that Mintegral allows teams to run not only to an app, but also to a web link. The source has its own pixel, so it can also be considered for scenarios where the team works through a website, landing page, or web funnel.
The main challenge with Mintegral is technical integration, especially when working through AppsFlyer. If the app is connected through AppsFlyer and the launch is done via an agency account, additional approval from Mintegral may be required.
The more workable options right now are:
— Adjust;
— Tenjin;
— apps using other compatible trackers.
One of Mintegral’s key advantages is event optimization through TCPE. In this logic, the team defines the required event and a comfortable cost for that event, while the algorithm tries to keep buying within those parameters.
At the same time, TCPE may be available even before the first campaign launch. If you previously ran traffic from another source and the MMP has already recorded events, Mintegral can use those postbacks for learning and open event optimization faster.
Another difference with Mintegral is a wider set of targeting options compared to traditional In-App sources. This gives teams more room for testing, audience segmentation, and finding working hypotheses.
It is also worth noting that Mintegral allows teams to run not only to an app, but also to a web link. The source has its own pixel, so it can also be considered for scenarios where the team works through a website, landing page, or web funnel.
Bigo
Bigo Ads is the advertising platform of the BIGO ecosystem, which combines traffic from the short-video service Likee, the imo messenger, and BIGO Audience Network.
Bigo is not a new source on the market. It has been working with mobile traffic for a long time and can deliver interesting volumes. However, teams should not approach it as a simple test channel: proper setup, prepared creatives, and an understanding of the source logic are important here.
Inside Bigo, there are different placements and formats:
— in-feed;
— rewarded video;
— playable;
— banners;
— interstitial;
— other placements.
That is why it is better not to enter with one creative for everything, but to prepare several variations in advance for different delivery formats.
Bigo is also suitable not only for app campaigns, but also for link-based launches. The source supports website promotion, pixel-based tracking, and server-to-server data transfer. This matters for teams that want to test not only apps, but also landing pages or web funnels.
Before launching, it is worth checking:
— tracking;
— event transfer;
— postbacks;
— creative formats;
— funnel readiness for the selected launch scenario.
The stronger the technical setup, the easier it is for the source to learn and the faster the team can understand where the campaign can actually generate volume and the right economics.
In Bigo, close work through a manager matters a lot. We have direct access to the source: we can quickly escalate disputed cases and receive faster feedback on launches.
This helps teams pass moderation faster, resolve delivery issues, and reduce the risk of shadow bans. For iGaming teams, this is especially important: there is no need to guess why traffic is being cut or why a launch is stuck — there is clear communication and an opportunity to bring the campaign to results faster.
Bigo is not a new source on the market. It has been working with mobile traffic for a long time and can deliver interesting volumes. However, teams should not approach it as a simple test channel: proper setup, prepared creatives, and an understanding of the source logic are important here.
Inside Bigo, there are different placements and formats:
— in-feed;
— rewarded video;
— playable;
— banners;
— interstitial;
— other placements.
That is why it is better not to enter with one creative for everything, but to prepare several variations in advance for different delivery formats.
Bigo is also suitable not only for app campaigns, but also for link-based launches. The source supports website promotion, pixel-based tracking, and server-to-server data transfer. This matters for teams that want to test not only apps, but also landing pages or web funnels.
Before launching, it is worth checking:
— tracking;
— event transfer;
— postbacks;
— creative formats;
— funnel readiness for the selected launch scenario.
The stronger the technical setup, the easier it is for the source to learn and the faster the team can understand where the campaign can actually generate volume and the right economics.
In Bigo, close work through a manager matters a lot. We have direct access to the source: we can quickly escalate disputed cases and receive faster feedback on launches.
This helps teams pass moderation faster, resolve delivery issues, and reduce the risk of shadow bans. For iGaming teams, this is especially important: there is no need to guess why traffic is being cut or why a launch is stuck — there is clear communication and an opportunity to bring the campaign to results faster.
Liftoff
Expectations for Liftoff should be more conservative. This is definitely not a source you should enter with the logic of “quick test and immediately get a clear CPA.”
Liftoff requires long-living apps, a serious budget, longer learning periods, and constant communication with the manager. Based on the technical nuances we are already seeing, apps that live longer than standard WebView solutions are a better fit. The ideal scenario is white-hat product apps or a more stable infrastructure that will not disappear a few days after launch.
A separate advantage is that the source does not require a license, which may simplify entry for teams. But this does not remove the requirements for app quality, analytics, and campaign preparation.
The minimum realistic budget for the learning stage alone is around $7,000. This gives the source a chance to collect data, complete learning, and show whether a specific funnel has potential.
Liftoff is not a quick CPA story. It is a long-distance source where the app, patience, analytics, and readiness to work on optimization systematically — not for one or two days — matter a lot.
Liftoff requires long-living apps, a serious budget, longer learning periods, and constant communication with the manager. Based on the technical nuances we are already seeing, apps that live longer than standard WebView solutions are a better fit. The ideal scenario is white-hat product apps or a more stable infrastructure that will not disappear a few days after launch.
A separate advantage is that the source does not require a license, which may simplify entry for teams. But this does not remove the requirements for app quality, analytics, and campaign preparation.
The minimum realistic budget for the learning stage alone is around $7,000. This gives the source a chance to collect data, complete learning, and show whether a specific funnel has potential.
Liftoff is not a quick CPA story. It is a long-distance source where the app, patience, analytics, and readiness to work on optimization systematically — not for one or two days — matter a lot.
InMobi
InMobi is still not the most obvious direction for testing, but it is a promising one. The source is interesting in terms of mobile inventory, reach, and long-term scaling potential.
Here, it is important to enter with apps that already have some history: installs, events, and activity in the GEO where the team plans to launch.
For example, if a team wants to run Poland, it is better for the app to already have a noticeable volume of installs and events in that GEO. The source needs enough data to understand the audience, analyze user behavior, and build optimization correctly.
It is also important to open all required app events for InMobi. The more accurate data the source receives, the easier it is for it to evaluate traffic, learn, and select the right promotion strategy.
On our side, we have already worked through the launch nuances in InMobi and understand how to bring campaigns to the required metrics faster within a specific GEO or funnel.
The source is not yet mass-market, so it is worth entering now. The best conditions are usually not received by those who come last, but by those who start collecting data before the rest of the market.
Here, it is important to enter with apps that already have some history: installs, events, and activity in the GEO where the team plans to launch.
For example, if a team wants to run Poland, it is better for the app to already have a noticeable volume of installs and events in that GEO. The source needs enough data to understand the audience, analyze user behavior, and build optimization correctly.
It is also important to open all required app events for InMobi. The more accurate data the source receives, the easier it is for it to evaluate traffic, learn, and select the right promotion strategy.
On our side, we have already worked through the launch nuances in InMobi and understand how to bring campaigns to the required metrics faster within a specific GEO or funnel.
The source is not yet mass-market, so it is worth entering now. The best conditions are usually not received by those who come last, but by those who start collecting data before the rest of the market.
TikTok
In terms of traffic volume and algorithm strength, TikTok stands alongside major advertising platforms like Google and Meta. It is a source with a huge audience, a powerful recommendation system, and strong potential for teams that know how to work with creatives and test hypotheses quickly.
On our side, we are currently studying the mechanics of working with TikTok and developing approaches that may be useful for iGaming teams. This includes more stable launch scenarios, working with prepared accounts, and mechanics that help teams operate in the source longer and more consistently.
For now, we will not make loud claims — the source requires separate testing. But it is already clear that TikTok can become an important direction for teams that want to expand their media buying and avoid depending only on classic In-App sources.
On our side, we are currently studying the mechanics of working with TikTok and developing approaches that may be useful for iGaming teams. This includes more stable launch scenarios, working with prepared accounts, and mechanics that help teams operate in the source longer and more consistently.
For now, we will not make loud claims — the source requires separate testing. But it is already clear that TikTok can become an important direction for teams that want to expand their media buying and avoid depending only on classic In-App sources.
Do not start from scratch: use your proven approaches
Moving to a new source is not a reason to throw away the expertise you have already built.
First, collect everything that has already shown results:
— top-performing creatives;
— working funnels and bundles;
— funnels with high CR;
— apps that converted consistently;
— GEOs with strong economics;
— high-quality offers;
— publisher-level data;
— your own benchmarks.
This will become the foundation for new tests. You do not need to move everything one-to-one, but starting from a blank slate makes no sense either. Keep the working ideas and adapt them to the mechanics of the new source.
First, collect everything that has already shown results:
— top-performing creatives;
— working funnels and bundles;
— funnels with high CR;
— apps that converted consistently;
— GEOs with strong economics;
— high-quality offers;
— publisher-level data;
— your own benchmarks.
This will become the foundation for new tests. You do not need to move everything one-to-one, but starting from a blank slate makes no sense either. Keep the working ideas and adapt them to the mechanics of the new source.
Conclusion
We are already building new infrastructure for In-App launches. Our goal is not just to give a team another account and leave them to figure everything out on their own. We help answer the key questions before the launch even starts:
— whether the source fits your app and GEO;
— which MMP is better to use;
— what budget is needed for a proper test;
— which creative formats should be prepared;
— which metrics should be used to evaluate the first results;
— when a campaign should be scaled, and when it should be stopped and rebuilt.
If you want to understand which sources fit your strategy, message us in the bot. Also, subscribe to our Telegram channel — new reviews, source breakdowns, and practical tips will be published there.
— whether the source fits your app and GEO;
— which MMP is better to use;
— what budget is needed for a proper test;
— which creative formats should be prepared;
— which metrics should be used to evaluate the first results;
— when a campaign should be scaled, and when it should be stopped and rebuilt.
If you want to understand which sources fit your strategy, message us in the bot. Also, subscribe to our Telegram channel — new reviews, source breakdowns, and practical tips will be published there.
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