Home > Paid Traffic Sources > Mobile

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LeanMarket launches mobile ad buying platform (24)

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Hi STMers, just thought I'd let you all know we launched our mobile ad buying platform today: http://venturebeat.com/2012/11/27/le...ads-exclusive/ .

If you don't run not mobile traffic, you definitely shouldn't not sign up on our home page.

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Thanks Cyrusl - I've signed up and noticed that there's no option to insert text ads, is that a feature that will be available in the future?

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Yep, it's coming, but I wouldn't count on it being too valuable. Ultimately, we're still sending a graphical creative to the exchanges when we bid, so a text ad in our system would eventually be processed into an image. The text ad feature might save you the time of photoshopping a bunch of images yourself, so there is some value out of convenience, but text ads won't add much true functionality.

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Is there any plan to include carrier or geographic targeting?

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Carrier targeting is likely to come soon for the USA, probably not for other markets. The databases that map IPs to carriers are notoriously unreliable, particularly internationally. It would be dishonest of us to surface a carrier targeting feature for countries where it would have dubious accuracy.

For geo, do you mean based on IP or gps lat/long? We have both running in development right now.

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Do you have any minimum deposits/expenditure requirements? Are you able to filter off placements yourself or is a rep required, and if so do you have some daily spend threshold for dedicated rep contact?

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Cyrus answered this for me offline, but for the benefit of everyone - by "geo" I meant country and they do have that targeting.

No carrier or specific device targeting, but that is coming.

They also provide some nice macros to pass along data in your links (site ID, device, OS, bid $)

Re: Zeno - looks like you can pick your site IDs when you set up a campaign - include or exclude

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Nope.

You can do it all yourself. We have a "placement comparison" report that shows all this data, and placement targeting settings on the "campaign edit" page.

The coolest part about all this is that our reports update in real time. You can literally sit there clicking the "pull report" button and see your stats update second-by-second. This is very uncommon at the scale we're operating and I'm proud of it. It makes it a lot faster to sort the good placements from the bad.

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How soon is your US carrier targeting likely to arrive?

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Can you exclude wifi traffic?

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Hey cyrusl, just signed up - quite a neat, clean interface that makes it real easy to start campaigns. I have two new questions:

1. Do you have any stats on daily/monthly impression volume from the various countries available?

2. In the advertiser guidelines this part is a bit concerning:

Split testing is a core part of all marketing and having to use separate ads for each lander is basically a cardinal sin. Normally one would dynamically split test landers, track variables like country/device/carrier etc. and optimise everything based on the data. Understandably one would probably make new adverts to filter down placements/devices but you are still going to want to split test landers across each new advert and optimise, as well as with parameters your platform might not provide e.g. carrier.

Having to continually make new ads to test landers will lead to more time/effort required by users to get campaigns optimised = people spend less money on your platform... I would consider readjusting these rules... perhaps something along the lines of all unique landers must be individually approved but can be rotated once approved. Maybe have a URL list/submit box inside each campaigns properties page or something. Anyway, if those rules are there to force approval of every lander by requiring new ads that must be approved, then there are alternative paths to take which work better for the end user and don't introduce any extra overhead. In fact, approving a lander campaign-wide would probably take less time on your end than approving all the new adverts people would be making.

Just my initial $0.02

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Thank you, and thanks for the feedback.

We don't surface this data anywhere in our UI, but I have it available in my admin view. If you have any specific inventory questions (devices, categories, ect), shoot an email to support@leanmarket.com and you'll get a response from one of us.

In terms of daily impression volumes, here is some info on yesterday:

USA - 640 million
CAN - 45 million
GBR - 37 million
KOR - 22 million
CHN - 21 million
AUS - 19 million
FRA - 16 million
MEX - 16 million
DEU - 15 million
ESP - 12 million
BRA - 12 million


I understand where you're coming from. I have a performance background and the best way to get performance out of media is to split test the hell out of everything.

We're going to figure out some UI features that make this a little bit easier for advertisers. It might mean the ability to bulk upload ads with different landers, or it might mean the ability to submit the same ad for re-audit with a new lander. However, the requirement to audit each individual creative & landing page combination is not going to change.

The fact that this didn't happen on desktop is a major reason why performance advertisers complain about desktop RTB traffic quality. A few rogue advertisers were able to run garbage campaigns and burn publisher relationships, which means only the crap ends up left. Desktop RTB still has lots of good traffic, but it has very tiered access now. The same RTB inventory that's available to Coca-Cola and BMW is not the same inventory available to the average desktop affiliate. I want to make sure that doesn't happen on mobile, which means being strict on the audits.

I hope that helps clarify!

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Yup, thanks. I had a feeling it would be a quality issue = non-negotiable. While I don't like it, I can see why it's the case.

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This is exciting. Thanks for letting us know. I got familiar with real-time bidding mobile ad buying platform not so long ago. I was just about to start looking for one. Thanks for saving me time and effort. )) will be registering right away.

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just signed up. interface is very intuitive and user friendly. will be giving it a try for sure.

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I'm curious about this as well, as I can't seem to find an option to exclude wifi traffic in the campaign interface.

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Thank you

The same thing I said on the first page about carrier targeting is true for wifi targeting as well. They are effectively the same feature. It will be on production soon for USA (probably next week) and not anytime soon for other countries. These features are very inaccurate for international markets. We don't want to surface a feature and imply accuracy when in reality it's not achievable. I hope that helps clarify.

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FYI, we just finished rolling out carrier targeting to all accounts this morning. Everyone now has access to this feature.

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Hey Cyrusl, I just finished signing up. How does tracking work for LeanMarket? Can I use sub id fields, if so what is the correct way to pass this information? Also, are we able to block bad sites/pubs ourselves or do we need to request this from an AM?

Cheers,
Daniel

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Cool, thanks for checking us out.

We have a postback conversion tracking system because cookies degrade quickly on mobile. There is an article on this in our support section, you can get to it by clicking the "support" link in the footer after you sign in.

Yep, we have a number of ad macros you can use to pass information on each click. There is also an article on this topic in the support section which lists the individual macros.

You can do this all on your own. After you run a campaign, you can use the "placement comparison" report to see the performance of individual sites and apps. Then, you can take these placement IDs back to the campaign to target them specifically, or exclude the ones you don't want.

I hope that helps clarify. If you need more info and you don't see the chat box in the corner of LeanMarket, just open a ticket with support@leanmarket.com . We're really fast on support.

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Very nice and easy to use user interface, signed up few minutes ago and already set 2 campaigns.
Do you reviews ads on weekend too ?

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Thanks, we have an awesome designer. She does a lot of usability testing to make LeanMarket really simple.

Our review guarantee is 24 hours between Monday and Friday. You'll usually get reviews done much faster than that, including on the weekends, but it's not guaranteed.

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Can anyone give some insight to this source?

@cyrusl

Can you give us info on top markets/traffic available?

Thanks

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US is by far the largest by volume but we support bidding in 20 countries. The exchanges have traffic in pretty much every country. We purposefully don't support bidding in markets where we feel there isn't enough volume to have significant liquidity. The majority of our traffic is 320x50, split about 50/50 between Android phone and iPhone. The remaining is 728x90 that is split between Android tablet and iPad.

We support:

Brazil
Canada
China
Denmark
France
Germany
India
Indonesia
Israel
Italy
Japan
Korea
Malaysia
Mexico
Netherlands
Philippines
Russia
Saudi Arabia
Spain
Sweden
Taiwan
Turkey
United Kingdom

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