AdExchanger August 26, 2013
by Judith Aquino

LifeStreet Goes After Mobile Developers

LifeStreet CEO Mitchell Weisman

LifeStreet, an in-app advertising platform that claims to have more than 3,500 Facebook developers using its product, is going after a bigger slice of mobile with its new self-service publisher portal.

The portal, which was launched today, is an extension of the company's current portal that is used by Facebook app developers to publish display ads within their apps. The portal is powered by the company's RevJet monetization engine, which uses what the company refers to as a “universal object serving technology” to analyze and run tests of texts and images to serve optimized ads within the apps.

Now, in addition to Facebook app developers, other developers will be able to use LifeStreet to publish ads inside their mobile apps. “App developers want to have control over where they're placing ads and so we're giving them a control center where it's easy for them to start grabbing ads and earning ad revenue,” said LifeStreet CEO Mitchell Weisman.

The company faces stiff competition in pursuing app developers from mobile DSPs like Fiksu, Flurry and Apsalar, as well as mobile ad networks like Millennial and its newly acquired competitor Jumptap.

Stressing flexibility, LifeStreet's platform integrates into other ad serving platforms like MoPub, AdMob and Burstly, Weisman added. The company, which is based in San Carlos, Calif., with offices in Russia, says it completes more than 70 billion monthly transactions and has paid out more than $150 million in ad revenue. The eight-year-old company raised $66 million in funding that was led by Nautic Partners last year.