ValueClick Audience Mapping, a proprietary targeting technology that bridges ValueClick’s anonymous online tracking data to the mobile sphere, thus allowing brands to reach their target audiences across multiple platforms, is the newest offering from ad-networking maven Greystripe, a division of ValueClick Inc.
ValueClick’s Data Management Platform consolidates 14 years of expertise and data, billions of dollars in online transactional data, and access to more than 200 million anonymous U.S. user profiles, Greystripe says.
Here’s how Audience Mapping Technology works: Greystripe says it 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, it adds.