Lumate, LLC is a company that specializes in a context-driven mobile advertising platform designed to help advertisers effectively reach their target audiences. The platform incorporates geo-location and real-time bidding technologies, offering audience targeting capabilities to ad networks, agencies, media buyers, publishers, and self-service advertisers. Key products include AdTrade, a bidding engine that contextualizes mobile advertising by analyzing data points related to user behavior, AdMotive, a self-service portal that allows customization of ad reach, and DataWell, an API and SDK aimed at publishers and data providers for monetizing audience segment data. Founded in 2008 and headquartered in Saint Louis, Missouri, Lumate also operates a satellite office in Rolla, Missouri.