Peer39, a contextual information platform that helps advertisers goal and measure campaigns, has acquired advert verification system Adloox from Scope3.

The acquisition, Peer39 hopes, will assist advance its capabilities within the walled gardens of Meta and Google. Till now, Peer39 has primarily centered on contextual and model security in open internet and related TV, or CTV, environments. It was able to telling advertisers the place their adverts ought to run and the sort of content material their messages would seem subsequent to, nevertheless it’s by no means been a heavy hitter contained in the walled gardens of Meta and Google.

Adloox is targeted on media measurement and verification, and has been accredited by the Media Score Council, or MRC, for companies together with advert viewability and detection and filtration of invalid visitors. In essence, it offers entrepreneurs the flexibility to weed out fraudulent advert impressions and allows advertisers to validate media high quality and outcomes within the environments the place they’re spending essentially the most cash.

“Our prospects purchase throughout the open internet, CTV, Google, and social. This acquisition is known as a response to the place they’ve been asking us to go,” mentioned Peer39 CEO Mario Diez. “It accelerates Peer39 into Google and Meta, and brings MRC accreditation throughout the complete programmatic footprint for organizations that require it.”

The acquisition will assist Peer39 set up what Diez referred to as a “common sign layer,” which he believes will solely change into extra vital within the period of AI promoting. “These new techniques are solely nearly as good as the information that feed them,” he mentioned.

The deal has already been accomplished. Phrases weren’t disclosed. 

Your entire Adloox staff is being folded into Peer39, with the whole integration happening “over the approaching months,” although Diez declined to specify the entire variety of workers.

Peer39 had an present relationship with Scope3, which acquired Adloox in late 2024. 

Scope3’s takeover of Adloox signaled its foray into advert verification and model security, a spotlight the corporate doubled down on early final 12 months with the release of customizable AI agents designed to routinely filter out unsuitable content material for advertisers.

Scope3 additionally said that integrating Adloox’s advert verification and optimization tech would improve its potential to quantify and cut back wasted advert spend and carbon emissions all through the adtech provide chain. However since then, Scope3, and its chief Brian O’Kelley—the AppNexus cofounder typically known as “the godfather of adtech”—has shifted its focus away from sustainable advertising and model security. Right this moment, it’s largely centered on developing infrastructure to support autonomous, agent-led ad transactions. 

For now, O’Kelley informed ADWEEK, Scope3 is hyperfocused on Interchange, a platform designed to facilitate agentic media shopping for and negotiating. The divestiture of Adloox, at this level, simply made sense, he mentioned. “Peer39 is the proper house for this enterprise—they’ve the distribution, the shopper relationships, and the ambition to proceed to develop Adloox and its model suitability providing the place it deserves to go,” he mentioned. “For Scope3, this permits us to proceed constructing the infrastructure for the agentic promoting future. We couldn’t be extra assured it’s the proper transfer for each corporations.”