Peer39 Acquires Adloox, Expanding Verification into Google and Meta Walled Gardens
Peer39 has acquired Adloox from Scope3, integrating Adloox's MRC-accredited ad verification capabilities within Google and Meta's advertising platforms. This move allows Peer39 to extend its contextual intelligence into walled gardens, directly competing with DoubleVerify and IAS. The acquisition also reflects Scope3's strategic pivot towards agentic media buying and AI-driven advertising infrastructure.
Key Takeaways
- Adloox's MRC accreditations for viewability and invalid traffic, held since 2014, transfer to Peer39.
- Adloox provides existing integrations with Google Display & Video 360 (since 2014) and Meta (since 2024), including URL-level brand suitability, fraud avoidance, and viewability segments.
- The acquisition fulfills customer demand for Peer39's contextual data platform to cover Google and Meta, alongside its existing open web and CTV (via Gracenote) footprint.
- Scope3, led by Brian O'Kelley, divested Adloox to strategically pivot toward "agentic media buying" and AI-driven advertising infrastructure, as evidenced by its Interchange platform and the Ad Context Protocol.
- The deal immediately positions Peer39 to challenge incumbents DoubleVerify and Integral Ad Science directly within the walled gardens.
Why It Matters
Peer39's acquisition of Adloox immediately provides MRC-accredited ad verification within Google and Meta, closing a critical gap in its contextual intelligence offering. This move intensifies competition in the walled garden verification space, directly challenging DoubleVerify and Integral Ad Science, who have dominated this segment. For advertisers, it means a new option for independent measurement and brand suitability in high-spend environments where transparency has been a consistent concern. As AI-driven advertising accelerates, the quality and breadth of underlying verification data become paramount. Watch whether Peer39 can leverage Adloox's existing integrations and its own contextual expertise to gain significant market share from established players.
Read full article at ppc.land
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