Greystripe Adds ValueClick Targeting

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 its targeting capabilities result in 5.5 time the lift in unaided awareness and increases purchase intent by as much as 73% when compared to other online norms. The company says the platform analyzing hundreds of different attributes and actions including site traffic, clicks and conversions on ads.

It the 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.

Besides the audience mapping offering, Greystripe also added new third-party automotive data that allows marketers to target auto owners by make, model and demographic factors.

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