Toronto-based marketing startup UpSnap Inc. has signed an agreement with Valpak Canada, making UpSnap a reseller of Valpak’s mobile tool measuring CPM, or the cost per thousand impressions.

And on Valpak’s end, as part of the deal it will be selling UpSnap’s mobile advertising platform to its customers, charging between $100 to $200 a month with a subscription-based pricing model. The tool provides display ads on search, social networks, and on mobile apps, showing consumers ads as they use their phones – basically whenever they read the news, play games, check the weather, or when they’re connecting with friends on social networks like Facebook and Twitter.

“Valpak, as a leading digital and direct marketing company with access to customers across Canada and the United States is a great partner for us to be working with as we continue to accelerate our presence across North America,” said Bruce Howard, CEO of UpSnap Inc., in a statement.

“We see this initial agreement with Valpak Canada as the first step to a long collaboration between the two companies.”

The partnership between the two companies makes sense – UpSnap focuses on giving digital marketers a mobile advertising tool. The tool provides access to proprietary data analytics, helping marketers target relevant potential customers with their campaigns.

That being said, Valpak provides consumers with coupons to a huge range of brands. While those coupons can be printed out, they can also be displayed and stored on a mobile device. That’s where a tool like UpSnap can come in, for brands that want to advertise to interested customers. Some of the free coupons available are from recognizable brands like McAfee, Avon, Starbucks, Walmart,, the Body Shop, and Microsoft.

UpSnap was originally called VoodooVox Inc. In a move to rebrand, it changed its name to UpSnap last month, according to a company press release.

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