Criteo Buys Mobile Analytics Firm AD-X Tracking

Personalized display ad firm Criteo has acquired mobile analytics company AD-X Tracking, which enables brands and agencies to track advertising performance across mobile apps. Terms of the deal were not disclosed.

Founded in 2010, AD-X Tracking provides performance data across hundreds of mobile ad networks, DSPs and other marketing solutions, revealing which sources deliver the most engaged and relevant users. Following the acquisition, Criteo says it will be able to help advertisers to target and deliver relevant ads across smartphones and tablets, and then track the results.

As part of the deal, AD-X will become part of Criteo's integrated technology platform, but it 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.

Criteo founder and CEO JB Rudelle (pictured) comments: 'Our clients are increasingly looking to track the effectiveness of their marketing spend across all platforms, as well as identify the most valuable users of their service across all channels. We can now offer this full intelligence via a sophisticated technology solution across mobile devices.'

Web sites: www.criteo.com and www.adxtracking.com .