As mobile advertising budgets continue to shift toward in app environments, ensuring traffic authenticity and transparency has become a top priority for advertisers and platforms alike. BIGO Ads announced it has strengthened its partnership with Pixalate to enhance traffic quality governance across its in app advertising ecosystem, addressing growing concerns around ad fraud and invalid traffic within the MarTech landscape.
BIGO Ads, an AI powered programmatic advertising platform operated by JOYY Inc., said the expanded collaboration is designed to improve verification standards, refine risk filtering processes, and create a more reliable and transparent environment for advertisers and developers. Pixalate is widely recognized for its ad fraud intelligence and traffic monitoring capabilities, including MRC certified invalid traffic detection.
The announcement comes at a time when the IAA ecosystem is facing increasingly complex fraud threats. As mobile advertising scales globally, invalid traffic has evolved beyond basic bot activity into more sophisticated tactics such as app bundle spoofing, concealed automation scripts, and emulator driven behavior that closely mimics real users. Limited visibility across parts of the long tail supply chain has made these threats harder to detect, raising concerns around brand safety, wasted media spend, and inaccurate performance measurement.
With global investment in in app advertising continuing to rise, platforms are under pressure to implement stronger governance frameworks that can ensure traffic authenticity and supply chain transparency. Pixalate’s certified detection systems are designed to help meet that demand by providing detailed monitoring and risk assessment across devices, apps, and traffic sources.
Through the deepened partnership, BIGO Ads is integrating Pixalate’s measurement and invalid traffic intelligence more deeply into its platform. This includes enhanced detection of anomalous behavior such as abnormal device signals and irregular impression or click patterns, verification of apps and bundle identifiers to reduce exposure to spoofed inventory, and real time risk assessment of devices, IP addresses, and traffic sources. The goal is to ensure ads reach genuine users while filtering high risk activity before it impacts campaign performance.
BIGO Ads said the collaboration is already delivering measurable improvements through its Traffic Quality Enhancement Program. These gains include cleaner traffic with reduced invalid activity, improved return on investment for advertisers through higher quality conversions, stronger brand safety backed by greater transparency, and more sustainable monetization opportunities for developers.
“Authenticity and transparency have become critical to the sustainable growth of the global mobile advertising industry,” said Eden Liu, Global Head of Business at BIGO Ads. “Through our deepened partnership with Pixalate, we are strengthening traffic quality governance to provide advertisers with a more reliable and transparent advertising environment, while supporting developers in building a healthier IAA monetization ecosystem.”
Avlin Ling, VP of APAC at Pixalate, added that the collaboration aims to raise industry standards. “With the rollout of the Traffic Quality Enhancement Program, we look forward to work closely with industry leaders to build a mobile advertising ecosystem that is trustworthy, transparent, and stable.”
For the MarTech ecosystem, the BIGO Ads Pixalate partnership underscores a broader industry push toward verified traffic quality and accountability. As fraud techniques grow more advanced, collaborations that combine AI driven advertising platforms with certified measurement and intelligence providers are becoming central to sustaining long term growth in mobile advertising.
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