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Under the Microscope: ValueClick acquires Greystripe

What: Online marketing services company ValueClikc has acquired Greystripe, which provides advertising within video games, for $70 million.

Why: Well there is Greystripe’s in-game mobile ad network, which reaches over 30 million users. Also, it looks as though the availability of such independent providers is starting to dwindle now that Google and Apple have grabbed who they want. Tech Crunch, which broke the original story on Friday, points to 4INFO as among the strongest, and JumpTap, which recently raised $20 million. There is also Millennial Media, which reportedly is considering an IPO.

Anything else: As gaming gets more specialized and ever-more prolific expertise in this genre is essential. Recently ads appearing on the loading screens in the AngryBirds HDiPad version of the app irked the game's users with a screen that appeared when a game was loading or paused, promoting merchandise. It's a common problem but one that can be overcome once the sensibilities of the gamers are taken into account.

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