Westlake Village, Calif. – Online marketing services firm ValueClick
announced on Monday that it has acquired Greystripe, a provider of advertising
within video games, for about $70 million.
San Francisco-based Greystripe said
its in-game mobile ad network reaches over 30 million users.
Founded in 2005,
the company has raised over $18 million in venture capital financing, from
backers including Peacock Equity, Incubic Venture Fund, Steamboat Ventures and
Westlake Village, Calif.-based ValueClick, whose holdings
include Commission Junction, Investopedia and PriceRunner, said the deal will
give it immediate scale in the U.S. mobile ad market.