The integration of Adloox will position Peer39 to compete more directly against third-party ad verification and measurement platforms like DoubleVerify and the recently privatized Integral Ad Science, or IAS. These firms operate API-level integrations with various media platforms—including Google and Meta—to provide ad verification, campaign measurement, and brand safety solutions across. Their coverage is growing incrementally broader, too; as recently as last month, both DoubleVerify and IAS expanded their AI-powered content avoidance controls to Meta’s Threads.
Diez declined to speculate on what Peer39’s acquisition of Adloox would mean for these rivals, but said that “Peer39 has always been an alternative for brands and agencies that want brand safety built on contextual intelligence across CTV and the open web, at the point of every buying decision,” and that the takeover of Adloox would bring that coverage into Google and social media.
Peer39 will consider the acquisition a success, Diez said, “if customers are having more success and achieving more”—whether in terms of campaign performance, improved transparency, or in other key metrics across their digital media investments.
“We plan to continue investing and expanding,” Diez added.
