SINGAPORE, Jan. 30, 2026 /PRNewswire/ -- To tackle the growing challenges of traffic authenticity in the mobile advertising industry, BIGO Ads, AI-powered programmatic advertising platform under JOYY Inc. (NASDAQ: JOYY), 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' In-App Advertising (IAA) 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 increasingly require stronger and resilient traffic quality governance frameworks to ensure high standards of traffic authenticity, supply chain transparency, and brand safety. In this context, Pixalate's MRC-certified IVT (Invalid Traffic) detection capabilities and data system equip mobile advertising platforms and advertisers with precise traffic monitoring and risk-filtering tools, enabling them to effectively combat invalid traffic and achieve sustainable growth.
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 strengthened its partnership with Pixalate, a global leader in ad traffic validation and privacy compliance.
By integrating Pixalate's MRC-accredited measurement capabilities and Invalid Traffic (IVT) intelligence, BIGO Ads is enhancing traffic governance across three key areas, including 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; and 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 continued 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, including cleaner, more authentic traffic with reduced impact from invalid activity; lower media waste and improved ROI driven by higher-quality conversions; enhanced brand safety and buying confidence supported by greater supply chain transparency; and 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 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."
** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **
BIGO Ads Enhances IAA Traffic Quality and Transparency Through Deepened Partnership with Pixalate
KUALA LUMPUR, Malaysia, Jan. 30, 2026 /PRNewswire/ -- News Hub Asia (NHA) has announced the extension of its media partnership with the Negeri Sembilan Fencing Association (NSFA), marking an exciting new chapter for fencing in Malaysia as the sport continues to gain regional and international momentum. The renewed partnership signals expanded competition, international momentum, and a vibrant sports tourism experience as the country celebrates Visit Malaysia Year 2026 and the state celebrates Visit Negeri Sembilan Year 2026.
Building on the outstanding success of last year's Negeri Sembilan Youth Challenge (NSYC), the renewed partnership supports a bold and expanded competition format that is open to both local and international participants. With the introduction of open and veteran categories alongside youth divisions, the upcoming tournament is set to welcome a broader, more diverse field of competitors from rising young talents to seasoned fencers across ASEAN, the Middle East, and beyond.
Last year's event exceeded expectations, drawing strong participation and vibrant energy from athletes, families, and supporters. This year, the organisers are aiming even higher, with a clear goal to grow international participation and further establish Negeri Sembilan as a key destination on the regional fencing calendar.
From 27 to 30 June 2026, the tournament in Negeri Sembilan offers far more than competition alone. It presents a complete sports tourism experience, where families travelling with athletes can enjoy Malaysia's renowned food culture, rich heritage, natural landscapes, and seamless travel connections making the event as rewarding for parents, grandparents, and siblings as it is for competitors.
Ruzanna Muhammad, NHA's editor-at-large, highlighted the power of sport and storytelling in shaping young athletes and communities: "At News Hub Asia, we believe that sports serve as a powerful tool for youth development, instilling discipline, resilience, and teamwork. By partnering with the Negeri Sembilan Fencing Association, we aim to shine a spotlight on the next generation of Malaysian fencing talents, providing them with the visibility and support they need to excel."
She also emphasised the ripple effect that visibility can create across a sporting ecosystem. "Providing young athletes with media visibility not only enhances their personal brand but also opens doors for sponsorship and career growth. We hope that through this initiative, more companies and organisations will see the value of investing in youth sports," concluded Ruzanna.
President of the Negeri Sembilan Fencing Association (NSFA), Tengku Dato' Mu'adzam Sadruddin bin Tengku Noone Aziz, said the extended partnership reflects the sport's exciting trajectory and long-term ambitions: "Our partnership with News Hub Asia marks a significant milestone in our efforts to elevate fencing at the grassroots level. Media exposure is vital in inspiring more young athletes to take up the sport, and with NHA's regional reach, we are confident that this collaboration will help boost interest and participation in fencing."
The tournament which is sanctioned by the Malaysian Fencing Federation (MFF) continues to shine as a space where camaraderie, confidence, and cross-border friendships are forged.
"This tournament is designed to go beyond medals and rankings. Athletes gain not only valuable competitive experience, but also lasting relationships that extend far beyond the field of play," explained Tengku Dato' Mu'adzam.
As anticipation builds, selected sponsorship opportunities remain available for organisations looking to support community sports development while aligning with a fast-growing international event that blends athletic excellence with cultural discovery.
With its dynamic mix of competition, community, and cultural immersion, the extended partnership between News Hub Asia and the Negeri Sembilan Fencing Association sets the stage for an unforgettable tournament and a powerful step forward for fencing and sports tourism in Malaysia.
For media inquiries, sponsorship opportunities, and information, contact the organising team via www.nsfencing.org.my.
About News Hub Asia
News Hub Asia (NHA) is an integrated regional news portal that aggregates, curates, and produces content on business, technology, circular economy, property, health, and lifestyle across Asia. NHA also features expert analyses and opinions. It serves as a comprehensive digital resource, blending wire reports, social media, and in-house journalism to inform professionals and consumers.
For more information, visit www.newshubasia.com.
NOTE TO EDITORS
About Negeri Sembilan Fencing Association (NSFA)
Negeri Sembilan Fencing Association (NSFA) is dedicated to the growth and advancement of fencing across the state of Negeri Sembilan. The association aims to work in close collaboration with schools, fencing clubs, and institutions of higher learning to expand participation and strengthen athlete development pathways.
Negeri Sembilan Fencing Association (NSFA) places strong emphasis on both performance and community. Through structured training programmes, fitness sessions, competitions, and engagement initiatives, the association fosters discipline, resilience, and teamwork among its athletes. Families, coaches, and volunteers form an integral part of this ecosystem, supporting the holistic development of fencers both on and off the piste.
With a long-term focus on excellence, Negeri Sembilan Fencing Association (NSFA) aims to develop a competitive pool of athletes capable of representing Negeri Sembilan at local and national competitions, while also progressing to international events in representation of Malaysia. For more information visit www.nsfencing.org.my.
Negeri Sembilan Fencing Association (NSFA)
Address: Lot 10, Royale Chulan Seremban Jalan Dato' A.S. Dawood, 70100 Seremban,
Operating Hours: 10:00am-6:00pm, Monday to Friday
Media enquiries: Tengku Dato' Mu'adzam Sadruddin
** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **
News Hub Asia extends media partnership with Negeri Sembilan Fencing Association, building sports tourism for Visit Malaysia Year 2026
