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TheStreet Open House

Greystripe Introduces PC-to-mobile Ad Targeting With ValueClick Audience Mapping Technology (Graphic: Greystripe)

Stocks in this article: VCLK

Today Greystripe, a mobile ad network delivering brand focused results and a division of ValueClick Inc. (Nasdaq: VCLK), is announcing ValueClick Audience Mapping. This new proprietary targeting technology bridges ValueClick’s expansive anonymous online tracking data to the mobile sphere allowing brands to easily reach their target audience across multiple platforms.

For advertisers, this new technology represents a crucial step in finding and attracting their intended mobile audience. Greystripe has leveraged the expansive online advertising data of its parent company, ValueClick Inc., to apply the information to its mobile campaigns. ValueClick’s Data Management Platform consolidates 14 years of expertise and data, billions of dollars in online transactional data, and access to more than 200mm anonymous user profiles in the U.S. This provides advertisers with a robust picture of who they’re targeting on mobile devices.

“The market is demanding a cross-platform advertising solution. Seeing this opportunity, ValueClick and Greystripe came together one year ago. Today, we are proud to announce new targeting capabilities that highlight the incredible synergies of the combined companies. This is truly an example where the whole is greater than the sum of its parts,” said Bill Todd, president of ValueClick Media.

How does Audience Mapping Technology deliver results?

ValueClick’s Data Management Platform enables unique targeting capabilities that result in 5.5 times the lift in unaided awareness and increases purchase intent by as much as 73 percent when compared to other online norms.

To do so, Greystripe analyzes hundreds of attributes and behavioral patterns of online users, including site traffic, clicks and conversions on ads. It then sorts the information into audience segments and identifies areas with a high concentration, or “hot spots” of each audience. These hot spots allow advertisers to deliver their message to an audience with accuracy up to a one-mile radius. ValueClick Audience Mapping has doubled click-thru rates compared to run of network mobile campaigns.

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