HeyStaks launches ads technology at Mobile World Congress

25 Feb 2014

University College Dublin (UCD) start-up HeyStaks launched its intent-driven advertising technology at Mobile World Congress in Barcelona this week. The product enables mobile operators to uncover new revenue streams by identifying monetisable user intent.

When people search using their mobile phones, they are expressing a current need or intent. Contextual factors like location, time of day and individual preference influence these intents.

Collaborative search analytics company HeyStaks’ proprietary community interest profiling and reputation algorithms help mobile operators build profiles of subscriber interests that enable advertisers to reach the right people and create a better user experience through more relevant ads and offers.

HeyStaks is a spin-out company from the Science Foundation Ireland-funded CLARITY Centre for Sensor Web Technologies, now part of the Insight Centre for Data Analytics, at UCD.

Since 2010, HeyStaks has raised €1.8m and has been headquartered at NovaUCD, the Centre for New Ventures and Entrepreneurs, at UCD. The company also maintains a subsidiary in the US to facilitate international business development.

HeyStaks’ patented Collaborative Search Analytics technology is based on more than 30 person-years of research and its algorithms mean peoples’ daily search activities can be used to deliver a variety of value-added services.

“Our aim is to make it possible for mobile operators to generate new revenues from the vast amounts of web activity that they process on their networks every day and to recover the value that they are currently losing to over-the-top providers,” said Dr Maurice Coyle, co-founder and CEO, HeyStaks.

Mobile marketing image via Shutterstock

John Kennedy is a journalist who served as editor of Silicon Republic for 17 years