Philippson: “Criteo’s proven ability to scale their platform will benefit AD-X” Criteo, which specializes in performance display advertising, has bought AD-X Tracking. Ad-X’s tech is integrated with over 300 mobile ad networks, enabling brands and agencies to track, monitor and report on the advertising performance on mobile apps.

AD-X Tracking enables brands to utilize in-app events and downloads to optimize their mobile campaign performance across mobile ad networks and DSPs. It provides brands with insight into which sources deliver the most engaged and relevant users.

The two companies say that the combination of AD-X and Criteo will offer “a compelling opportunity” for advertisers to target and deliver relevant ads for performance display advertising across smartphones and tablets and, then clearly track the results.

“Criteo’s proven ability to scale their technology platform across more than 30 countries will benefit AD-X as we look to further develop and increase the efficiency and effectiveness of our solution for all our existing and future customers,” said David Philippson, managing director of AD-X at Criteo. “I’m thrilled that AD-X is now part of Criteo, and the team will be working with very talented engineers who will continue to pioneer innovative solutions across our platform.”

AD-X will become part of Criteo’s integrated technology platform, but will remain as a distinct business unit of the company, continuing to offer its integrated cross-device monitoring and tracking system as a standalone product for advertisers and app developers worldwide. Further investment will be made to continue development of the core analytics and attribution technology.

Listen to our interview

David Murphy spoke to AD-X CTO and co-founder Phil Jones about the firms in-app tracking technology. The interview, which was recorded a few days before AD-Xs acquisition by Criteo, can be listened to below, or downloaded as a podcast here.