Execs & Accounts UK & EU: Struq, Fresh Egg, Jellyfish, Adconion

Behavioral ad customization firm Struq officially launched in the U.K. today. The firm’s technology tailors ad creative dynamically based on behavioral user data. Brands such as Virgin and GenieVentures have made use of the technology, the firm said.

U.K.-based search agencies Fresh Egg and Jellyfish have partnered to offer advertisers a one-stop search shop. While continuing to operate independently, Fresh Egg will pair its SEO capabilities with Jellyfish’s PPC offering. The businesses will exchange knowledge and resources, and offer clients single points of contact through dedicated account managers. IWantOneofThose.com will be the first advertiser to make use of the partnership.

U.K.-based ad network Adconion Media Group will abide by the IAB U.K.’s good practice principles for behavioral targeting. They join firms such as Google, Microsoft, and Yahoo in making commitments to transparency, user choice, and education surrounding the controversial practice.

Mobile marketing agency the YOC Group has launched a dedicated mobile site for Haymarket Consumer Media’s PistonHeads automotive enthusiast brand. The site is tailored for use on over 400 individual handsets, and follows a deal made in March that will see YOC create a series of dedicated sites for Haymarket’s publications. YOC will also manage ad sales on the site, and create mobile marketing campaigns to generate traffic to it.