Greystripe

About Greystripe

Founded in 2003, Greystripe established itself as a pioneering brand-focused mobile advertising network, initially concentrating on the in-game advertising market. The company developed the AdWRAP advertising system, which enabled publishers and application developers to monetize their mobile games by serving ads, allowing them to offer their content to consumers for free. This model involved sourcing advertisements from major brand advertisers and delivering them through its network of mobile games and applications.

Greystripe's core offering centered on full-screen, rich media interstitial and video ad formats, which it reported generated significantly higher revenue for developers compared to traditional banner ads. The company's platform was designed to serve billions of rich media impressions across thousands of apps and mobile websites on all major mobile platforms. Its business model was based on creating a value chain where advertisers could reach engaged audiences, publishers could generate revenue, and users received free, ad-supported content. The firm primarily served Fortune 500 brand advertisers across key verticals such as retail, automotive, technology, and consumer packaged goods.

In April 2011, ValueClick, a global digital marketing company, acquired Greystripe for $70 million. The acquisition was intended to provide ValueClick with immediate scale and expertise in the rapidly growing mobile advertising market. Following the acquisition, Greystripe continued to operate as a division of ValueClick, integrating its parent company's vast online advertising data to enhance its mobile targeting capabilities. This integration led to the development of ValueClick Audience Mapping technology, which leveraged anonymous user profiles to geotarget mobile ads with greater precision. In February 2014, ValueClick underwent a major rebranding, changing its name to Conversant and unifying its various businesses, including Greystripe, into a single, integrated marketing personalization platform.