ValueClick acquires mobile ad network Greystripe for $70M

Digital marketing solutions provider ValueClick has acquired brand-focused mobile advertising network Greystripe for $70 million in cash. Per terms of the deal, ValueClick will retain Greystripe's management team and employee base, and will operate the mobile ad network as a wholly owned subsidiary. ValueClick adds that Greystripe is expected to contribute approximately $24 million to $26 million in revenue and $2 million to $3 million in adjusted EBITDA to its consolidated results over the remainder of 2011.

The Greystripe proprietary ad platform serves billions of rich media impressions to over 30 million touchscreen device users--its network spans across more than 3,500 application titles and mobile websites encompassing all major mobile platforms. Greystripe also boasts relationships with Fortune 500 advertisers across verticals including retail, consumer packaged goods, entertainment, technology and automotive. Greystripe joins existing ValueClick brands including Commission Junction, Mediaplex, Smarter.com, CouponMountain.com, Investopedia.com and PriceRunner--the company's solutions target affiliate marketing, display advertising, ad serving and comparison shopping.

The ValueClick/Greystripe deal is the second significant mobile advertising acquisition in the last seven days: Last week, digital marketplace eBay stated it will acquire location-based media and discovery solutions provider Where, indicating plans to integrate its PayPal virtual payment service into the Where mobile app to boost local deal discovery. Where's hyper-local advertising network promises consumers relevant, real-time information and merchant offers; its mobile application, which spans the iOS, Android, BlackBerry, Windows Phone 7 and Palm platforms, also offers personalized offers and local recommendations. The app boasts over 4 million active users each month.

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