ValueClick buys mobile ad network Greystripe

Share this content:

Online marketing services company ValueClick said April 25 that it has acquired Greystripe, a mobile advertising network, for about $70 million in cash.

The deal gives ValueClick a greater presence in the US mobile ad market. Analysts expect that market to double in size by 2013, Westlake Village, Calif.-based ValueClick said in a statement announcing the acquisition.

The deal will give ValueClick additional brand marketing capabilities as well, said Gary Fuges, VP of corporate development and investor relations at ValueClick.

“We do a lot of work with large brands, but we primarily participate in their direct response-type work,” he said. “We really wanted to move up to meet their brand advertising needs.”

Greystripe CEO Michael Chang will report directly to James Zarley, CEO of ValueClick. Greystripe will operate as a wholly owned subsidiary of ValueClick, and it will likely keep its brand in some form.

“Greystripe has great traction in the mobile space, and we haven't quite decided what the ultimate market-facing brand is going to be. Greystripe will be a part of it, but it's just a matter of how we're going to do that,” said Fuges.

ValueClick expects Greystripe to contribute between $24 million and $26 million in revenue for the rest of 2011.

ValueClick expects to retain all 39 Greystripe employees, said Fuges. The mobile ad network has clients in the retail, consumer product goods, entertainment and automotive sectors and offices in New York, Chicago, Los Angeles, Detroit and Seattle.


Next Article in Mobile Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above