To tackle the growing challenges of traffic authenticity in the mobile advertising industry, BIGO Ads, announced an expanded partnership, with Pixalate, a global leader in ad fraud traffic monitoring.

This strategic partnership aims to comprehensively enhance the governance of BIGO Ads’ app ecosystem, strengthen authenticity verification, optimize risk filtering mechanisms, and jointly promote a more transparent, trustworthy, and reliable mobile advertising environment.

Ad Fraud on the Rise: IAA Ecosystem Faces Growing Authenticity Threats

As the mobile advertising ecosystem continues to grow, invalid traffic (IVT) is becoming more sophisticated and harder to detect. Fraud tactics—ranging from app bundle spoofing to increasingly concealed automated scripts and emulator activity—are blurring the line between legitimate and invalid user behavior. Limited transparency across parts of the long-tail supply chain further intensifies these challenges for the In-App Advertising (IAA) ecosystem.

With global IAA investment continuing to rise, advertisers and platforms now demand higher standards of traffic authenticity, supply chain transparency, and brand safety. To meet these expectations, the industry must adopt stronger and more resilient traffic quality governance frameworks.

Setting a New Benchmark for Mobile Advertising Authenticity and Transparency

To address the growing challenges around traffic authenticity in the In-App Advertising (IAA) ecosystem, BIGO Ads has launched a Traffic Quality Enhancement Program and strengthened its partnership with Pixalate, a global leader in ad traffic validation and privacy compliance.

By integrating Pixalate’s MRC-accredited measurement capabilities and real-time Invalid Traffic (IVT) intelligence, BIGO Ads is enhancing traffic governance across three key areas: 

• Anomalous Behavior Detection

Identifying abnormal device signals, automated activity, and irregular click or impression patterns to ensure ads reach real users and genuine engagement.

• High-Risk App and Bundle Identification

Verifying apps, Bundle IDs, and app store identifiers using Pixalate’s CTV & Mobile Bundle Intelligence, reducing exposure to spoofed inventory and fraudulent traffic sources.

• Advanced Device and Traffic Source Risk Assessment

Applying real-time risk models to dynamically filter high-risk IPs, devices, SSAI sources, and abnormal transaction paths—helping advertisers maintain spend efficiency and traffic quality at scale.

Delivering Measurable Value Across the IAA Ecosystem

Through the implementation of the Traffic Quality Enhancement Program, BIGO Ads is making measurable progress in strengthening its traffic governance framework, delivering tangible benefits across the mobile advertising ecosystem:

1️⃣ Cleaner, more authentic traffic, with reduced impact from invalid activity

2️⃣ Lower media waste and improved ROI, driven by higher-quality conversions

3️⃣ Enhanced brand safety and buying confidence, supported by greater supply chain transparency

4️⃣ More stable and sustainable monetization for developers, enabling long-term ecosystem growth

“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 monetization ecosystem.”

Alvin 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.” 

By continuously strengthening its technical capabilities and traffic governance framework, BIGO Ads remains committed to building a healthier, more efficient, and sustainable IAA ecosystem — working closely with industry partners to advance higher standards of transparency and authenticity worldwide.