Agnostic by design: what a Moloco partnership actually signals

We built FYND, our programmatic arm for the agency, on one principle: independence, with no preferred stack or pre-negotiated deals that could color our recommendations. Our job is to find what works hardest for a client’s specific brief, even as the market keeps shifting. 

Running campaigns across 20 DSP vendors in any given month gives us a clear view of the market. We can spot who’s improving, who’s plateauing, and who consistently delivers against the metrics that actually matter. When a platform proves itself across that breadth of activity, that’s the relationship that earns more.  

Being named a founding partner in Moloco’s Agency Partner Program reflects exactly that. It’s a recognition of a working relationship built over years with one of the most significant players in independent programmatic, along with to developing it further.  

Why programmatic deserves your attention  

There’s a version of the industry conversation that positions programmatic as a maturing channel, a table stakes. We’d push back on that.  

In recent years, what’s changed is the execution layer. The era of manually managed DSP buys optimized on click-through rates is over. What’s replaced it is machine-learning-driven decisioning that operates at a speed and granularity. The category has consolidated due to what actually separates good outcomes from great ones.  

The gap now lies in who can use these platforms well on behalf of clients with specific, measurable goals. And the opportunity is still significant: 70% of consumer internet time is spent outside walled gardens, yet only 23% of ad spend follows. That’s the gap programmatic is built to close.  

To the common query of ‘should we run programmatic?’, the answer to that is almost always yes. The bigger question is: who executes it well, and how do you know?  

What ‘agnostic’ actually means in practice  

FYND runs campaigns across 20+ DSP vendors in any given month. Every platform earns its place on each brief based on what it delivers.  

This matters because the alternative (an agency with a preferred stack or a pre-negotiated deal) creates a conflict of interest that will show up in recommendations that tilt toward the comfortable rather than the optimal.  

Our model is designed to prevent exactly that. And it means that when we do form a formal relationship with a specific partner, it carries a different kind of signal.  

“We work across 20+ DSPs in any given month, so we don’t have a default partner. Every recommendation a client gets is earned from years of testing; that’s the value we bring for producing results across the open internet.”  

Dhiyay Chohan, Managing Director, FYND

 

Why Moloco cleared the bar  

Moloco operates in what is one of the most demanding spaces in digital advertising: driving performance at scale across the independent app ecosystem, not as an alternative to search and social, but as the layer that extends what those channels can’t reach.  

Moloco’s CARA compound-AI architecture is built for this. The results we’ve seen across campaigns, in terms of user acquisition, retention, and incremental growth, have been consistent and measurable. We’ve seen outcomes that hold up when you look at the underlying methodology.  

That consistency is what moved Moloco from ‘strong performer we recommend regularly’ to ‘partner we formalize a relationship with.’  

“Moloco excels in one of the most challenging areas of digital advertising: driving performance at scale beyond the walled gardens and across the broader independent app ecosystem. Their machine learning platform consistently converts that complexity into measurable incremental growth, with results that have proven resilient across campaigns.”  

Dhiyay Chohan, Managing Director, FYND

 

What founding-partner status means for clients  

The commercial relationship formalizes what was already true operationally, but it also unlocks what wasn’t available before.  

Earlier access to product betas means our teams can evaluate and deploy new capabilities before they’re broadly available. Deeper technical support implies issues get resolved faster, and the feedback loop between our campaign teams and Moloco’s product team runs in both directions. Certified expertise means clients aren’t relying on a team that’s self-taught on a platform; they’re working with specialists who are trained and assessed by the platform itself.  

In aggregate, that leads to faster iteration, fewer preventable errors, and better outcomes.  

“Formalizing this relationship demonstrates our strong partnership over the years; it is a key benefit that provides earlier access to Moloco’s technological innovations and expertise, helping us drive stronger outcomes for our clients.”  

Dhiyay Chohan, Managing Director, FYND

The principle holds  

Independence isn’t a stance we took because it’s good marketing. It’s the structural condition that makes our recommendations credible. We can only tell a client that a particular platform is the right call if we’ve genuinely evaluated the alternatives and have nothing material to gain from the answer.  

Founding-partner status with Moloco doesn’t change that. What it does is scale what we’ve already validated with the right infrastructure and support. 

For clients running app campaigns or looking to extend performance beyond the big platforms, that matters. And it’s the kind of recommendation we can make cleanly, because it was earned.  

Want to talk programmatic or app growth strategy? Get in touch with our team. 

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