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Mobile Advertising Platform Delivers Real Leads

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This story appears in the August 2012 issue of Entrepreneur. Subscribe »

Here's a reality check: Nearly half the clicks on ads in mobile apps or games are made by mistake, according to a survey by Harris Interactive. Merely an inconvenience for consumers, wayward clicks present a costly problem for marketers who are billed for every tap.

"All the existing mobile ad models were designed for enterprise companies that can absorb the cost of accidental clicks," says Zephrin Lasker, co-founder and CEO of Brooklyn, N.Y.-based startup Pontiflex. "There's never been an easy way for small businesses to get into mobile advertising without throwing money away."

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