AD-X Tracking aims to help brands and agencies track, monitor and report advertising performance on mobile applications across 100s of advertising solutions worldwide.

Although the company will become part of Criteo’s integrated technology platform, it will remain a distinct business unit of the company, continuing to offer its integrated cross-devices monitoring and tracking system as a standalone product

Criteo CEO JB Rudelle said: “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.”