Programmatic ad firm OpenX has made two acquisitions, buying ad tech firms Mezzobit and PubNation for undisclosed sums.

Mezzobit enables publishers to track third-party tags and pixels, and promises to give them more control over factors like page performance and data leakage. The technology will be integrated into OpenX’s existing insight tools, while Mezzobit’s Poland-based engineering team will form the basis of OpenX’s new EMEA engineering and data science centre of excellence.

PubNation is also a publisher-facing business, offering tools to manage advertising quality at scale. Its technology can pinpoint and remove slow and resource-intensive ads through a combination of real-time user feedback and automated page scanning.

Both acquisitions will be integrated to create an enterprise solution designed to address the increased complexity of managing ad creatives in a header bidding and container environment.

“Publishers are overwhelmed with quality concerns and, now more than ever, they need to have a partner that aggressively helps them to identify and manage the risks and opportunities of this new era of programmatic,” said John Murphy, head of marketplace quality at OpenX. “By rolling up two of the most advanced quality technologies in the market, OpenX is best equipped to provide publishers with the tools and insights they need to materially improve performance as they seek greater visibility, transparency, and control.”