BRW: Meet the entrepreneur putting ads in your apps

Published in BRW, by Caitlin Fitzsimmons, 3 December 2013

Australian entrepreneur Dale Carr understands that games such as Candy Crush Saga and Angry Birds are more than just a way for smartphone users to kill time on the train. The 'app economy' is big business and Carr is in the thick of it with his start-up LeadBolt, taking on the likes of Google in the in-app advertising market.

Carr founded LeadBolt in 2010 and three years later he says the business is profitable and annual revenue is more than $30 million. About 75 per cent of that is returned to the app developers.

"LeadBolt keeps apps free and we do that by providing application developers our software platform that allows them to make more money [from advertising] than they would by just selling the apps in the app stores," Carr says. "We do that by delivering over 5 billion impressions monthly across 40,000 apps in over 129 countries."

Carr says LeadBolt is third behind Google's AdMob and InMobi in terms of how often it is integrated into apps, according to AppRank data. The network is available for iOS, Android or Windows. Apps with LeadBolt advertising include Zynga's Words with Friends, Outfit 7's Talking Tom and Pandora Internet Radio. Advertisers include other games such as Candy Crush Saga, big entertainment brands such as ­Electronic Arts and Disney, and travel clients such as, Virgin, KLM and Expedia.

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