Mobile ad network Greystripe is integrating the online advertising data of parent company ValueClick to leverage the information for mobile campaigns. The new ValueClick Audience Mapping technology from Greystripe provides access to some 200 million anonymous user profiles in the U.S. to geotarget mobile ads.
ValueClick promises that its targeting capabilities result in 5.5 times the lift in unaided awareness and increase purchase intent by as much as 73% when compared to other online norms. The company says the platform analyzes hundreds of different attributes and actions, including site traffic, clicks and conversions on ads.
It segments the data and identifies areas with high concentrations, or “hot spots” of a particular audience. ValueClick claims this approach allows advertisers to deliver their messages to an audience with accuracy of up to a one-mile radius, with twice the click-through rates of run-of-network campaigns.
in addition to the audience mapping offering, Greystripe has also added new third-party automotive data that allows marketers to target auto owners by make, model and demographic factors.