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The Boston Globe

Business

Innovators | Technology

Building online ads that aren’t annoying

Lars Albright, SessionM

Lars Albright, co-founder and CEO of SessionM.

Pat Greenhouse/Globe Staff

Lars Albright, co-founder and CEO of SessionM.

Lars Albright is a man who knows his way around the ever-changing mobile landscape.

His latest venture is SessionM, a new angle in mobile advertising. Rather than posting passive banner ads that get lost on small smartphone screens, SessionM creates mini-games that app users can play to unlock rewards, becoming engaged audiences for brands such as Adidas, Volvo, McDonald’s, and Ford.

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Albright earned his stripes in the app world by founding Quattro Wireless, another Boston-based mobile advertising company. It was eventually acquired by Apple and became the backbone to iAd. Now in just one year, Albright’s new company has attracted 40 million engaged users of apps to play videos or participate in social polls.

Case in point: The New England Patriots use SessionM’s platform to reward their mobile fans. And the Patriots are scoring big, with half a million users of their mobile app. “SessionM has increased user engagement and allowed for more user-friendly advertising integration,” said Jonathan Kraft, president of The Kraft Group and the New England Patriots.

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