Peer39, a contextual data platform that helps advertisers target and measure campaigns, has acquired ad verification system Adloox from Scope3.
The acquisition, Peer39 hopes, will help advance its capabilities in the walled gardens of Meta and Google. Until now, Peer39 has primarily focused on contextual and brand safety in open web and connected TV, or CTV, environments. It was capable of telling advertisers where their ads should run and the kind of content their messages would appear next to, but it’s never been a heavy hitter inside the walled gardens of Meta and Google.
Adloox is focused on media measurement and verification, and has been accredited by the Media Rating Council, or MRC, for services including ad viewability and detection and filtration of invalid traffic. In essence, it gives marketers the ability to weed out fraudulent ad impressions and enables advertisers to validate media quality and outcomes in the environments where they’re spending the most money.
“Our customers buy across the open web, CTV, Google, and social. This acquisition is really a response to where they’ve been asking us to go,” said Peer39 CEO Mario Diez. “It accelerates Peer39 into Google and Meta, and brings MRC accreditation across the full programmatic footprint for organizations that require it.”
The acquisition will help Peer39 establish what Diez called a “universal signal layer,” which he believes will only become more important in the era of AI advertising. “These new systems are only as good as the data that feed them,” he said.
The deal has already been completed. Terms were not disclosed.
The entire Adloox team is being folded into Peer39, with the entire integration taking place “over the coming months,” though Diez declined to specify the total number of employees.
Peer39 had an existing relationship with Scope3, which acquired Adloox in late 2024.
Scope3’s takeover of Adloox signaled its foray into ad verification and brand safety, a focus the company doubled down on early last year with the release of customizable AI agents designed to automatically filter out unsuitable content for advertisers.
Scope3 also said that integrating Adloox’s ad verification and optimization tech would enhance its ability to quantify and reduce wasted ad spend and carbon emissions throughout the adtech supply chain. But since then, Scope3, and its leader Brian O’Kelley—the AppNexus cofounder sometimes referred to as “the godfather of adtech”—has shifted its focus away from sustainable advertising and brand safety. Today, it is largely focused on developing infrastructure to support autonomous, agent-led ad transactions.
For now, O’Kelley told ADWEEK, Scope3 is hyperfocused on Interchange, a platform designed to facilitate agentic media buying and negotiating. The divestiture of Adloox, at this point, just made sense, he said. “Peer39 is the right home for this business—they have the distribution, the customer relationships, and the ambition to continue to grow Adloox and its brand suitability offering where it deserves to go,” he said. “For Scope3, this allows us to continue building the infrastructure for the agentic advertising future. We couldn’t be more confident it’s the right move for both companies.”
