Lumate

Lumate is a high frequency trading platform for mobile advertising.

IDC Projects changed names to Lumate. Advertisers want to know their Return On Investment when buying advertising. This is most easily done by a performance-based model such as paying per “unit”. Paying per click, call, action, lead, or purchase are all common forms of payment in mobile advertising. Publishers (developers or owners of mobile apps) want maximum revenue and to be compensated every time an ad is shown in their app property. If an ad is not relevant to a user, hence no action, they do not want to take on the losses associated with the payout that a different advertiser would have given them. They don’t accept the risk and want to get paid regardless of performance. Mobile advertising is difficult to target because of an immature ad tech ecosystem that cannot use cookie-based technology. Even if data can be used, many advertisers are too small or lack the resources necessary for proper data analysis to effectively target an audience at scale. This inherently limits the overall market growth. Lumate assumes the business risk from mobile ad buyers and sellers by buying each mobile ad impression while only getting paid for performance. Advertisers can now participate in a far larger and growing market and pay on their required performance terms. Lumate always pays per impression so publishers also transfer any business risk to Lumate. Lumate, formerly IDC Projects, was founded in 2008. Lumate is based in downtown St Louis and is an Arch Grants, Capital Innovators, and Missouri Technology Corporations recipient.