BIGO Ads, the AI-powered programmatic advertising platform under JOYY Inc., has expanded its partnership with Pixalate, a leading global provider of ad fraud monitoring and traffic validation. The collaboration focuses on bolstering traffic authenticity within BIGO Ads' In-App Advertising (IAA) ecosystem through advanced invalid traffic (IVT) detection, risk filtering, and enhanced transparency measures.
Quick Intel
The mobile advertising sector, particularly In-App Advertising, faces escalating threats from increasingly advanced invalid traffic tactics that obscure genuine user engagement. Fraud methods such as app bundle spoofing, hidden automated scripts, and emulator usage complicate detection, while opacity in long-tail supply chains heightens risks for advertisers, platforms, and developers.
With global IAA spending on the rise, robust traffic quality governance is essential to safeguard authenticity, ensure supply chain transparency, and protect brand safety. Pixalate's MRC-accredited measurement and IVT intelligence provide precise tools to monitor and mitigate these threats, enabling platforms like BIGO Ads to maintain high standards and support sustainable ecosystem expansion.
Through this expanded partnership, BIGO Ads integrates Pixalate's capabilities to strengthen governance across critical dimensions. Anomalous behavior detection identifies irregular device signals, automated activities, and unusual click or impression patterns to confirm ads reach real users. High-risk app and bundle identification leverages Pixalate's CTV & Mobile Bundle Intelligence to verify apps, Bundle IDs, and App Store identifiers, minimizing exposure to spoofed inventory. Advanced risk assessment applies real-time models to filter high-risk IPs, devices, server-side ad insertion (SSAI) sources, and abnormal transaction paths, optimizing advertiser efficiency at scale.
The ongoing Traffic Quality Enhancement Program yields concrete improvements, including more authentic traffic with lower invalid activity influence, decreased media waste, higher-quality conversions and ROI, elevated brand safety, and greater confidence in buying decisions through transparent supply chains. Developers benefit from more stable monetization, fostering healthier long-term growth in the IAA space.
"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: "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. Our collaboration with BIGO Ads raises the bar for traffic quality standards and helps guide the industry toward healthier, more sustainable growth."
This strengthened alliance sets a higher benchmark for traffic authenticity and transparency, helping the mobile advertising industry navigate evolving fraud challenges while promoting reliable, efficient, and trustworthy ad environments.
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