ValueClick Media sues Platform-A's Tacoda arm

LONDON - ValueClick Media is suing Platform-A's specialist behavioural targeting business Tacoda for an alleged breach of patent.

Richard Sharp, managing director, UK media and trading at ValueClick UK
Richard Sharp, managing director, UK media and trading at ValueClick UK

ValueClick pioneered behavioural targeting after purchasing Be Free in 2002, a company that held two patents crucial to behavioural targeting.

ValueClick contends this means it owns the behavioural targeting technology Platform-A is using as a major selling point.

Prior to AOL's acquisition of Tacoda, a small Arizona-based firm, another behavioural targeting company, Modavox sued it for a similar patent infringement. Despite the ongoing case, AOL proceeded to close the acquisition of Tacoda for $275m.

This year, ValueClick brought similar cases against Blue Lithium and Revenue Science; both were settled out of court and involved significant payments to ValueClick.

ValueClick Media launches its Precision Behavioural Targeting product in the UK this week, following a successful US launch in July.

Richard Sharp, managing director, UK media and trading at ValueClick UK, said: "The Precision Behavioural Targeting suite will be able to deliver real-time targeted ads to consumers at relevant points in their transactional process."

Tacoda declined to comment.

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