Tech & Innovation

HeyStaks launches new advertising product at MWC

By Business & Finance
24 February 2014

HeyStaks Technologies, the UCD collaborative search analytics start-up company, today announced the launch of its new intent-driven advertising product. The product enables mobile operators to uncover new revenue streams by identifying monetisable user intent.

The announcement was made by the company at the opening day of the 2014 Mobile World Congress in Barcelona, an event that attracts over 80,000 industry leaders and innovators to showcase the latest advancements in mobile technology.

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.

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

The intent-rich behavioral profiles created by HeyStaks are a powerful asset for mobile operators struggling to monetise their investments in data networks.

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 €1.8mn 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 that peoples’ daily search activities can be used to deliver a wide 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.