The first exclusions that happens to every ad opportunity are the result of a geographic lookup. By querying our database with the visitor's IP address, we can quickly confirm a city and country. Since most campaigns have strict geographic restrictions, all impressions that don't match the required criteria are discarded.

Next, we identify the visitor's mobile device as either a tablet or phone. Because landing pages can format differently under different screen sizes, most successful campaigns are explicit about which devices they accept.

In addition to form factor, the visitor's mobile device can be described by it's operating system: iOS or Android. Although many advertisers want to reach both iOS and Android users, it's still important to track them as separate cohorts. Consumers with different mobile operating systems generally respond to ad creative differently.

LeanMarket categorizes publishers into several groups and each category may have significantly different performance for a given campaign. For example, a lead generation campaign may perform best in gaming apps. However, a brand awareness campaign may reach its viral objectives most cost-effectively in social networking apps.

Although publishers in the same category tend to perform similarly, it is common for experienced advertisers to make campaigns targeting their best placements individually. These placements are usually mobile apps or with an audience that responds particularly well to the advertiser's message. Most advertisers don't join LeanMarket with knowledge of their best placements, but rather discover them over time through the reporting interface.

Some marketing messages take longer to communicate than others. By adjusting spending specifically for a visitor's frequency and recency, advertisers can purchase impressions only of those most likely to engage with their message.