LeadGenetics

What LeadGenetics does

LeadGenetics (legally SNJ Technology Pvt. Ltd, also styled "Lead Genetics") is a New Delhi-based digital advertising and performance marketing firm founded in 2014. The company operates as an affiliate marketing and user acquisition platform, delivering campaigns exclusively on a performance basis (CPA, CPL, CPI, CPS) to advertisers while providing monetization tools to publishers. Its core product portfolio centers on video advertising formats — In-Stream (pre/mid/post-roll), In-Banner, In-Text (hover-activated), and In-App (inter-level) video — supplemented by Native Advertising, Appwall, Contextual Ads, Mobile Web Ads, and a lightweight SDK for app developers. LeadGenetics claims a network of 5,000+ publishers and media partners across 60+ countries, distributed through self-service onboarding via its Affise-powered portal.

The company's technology stack is built on a third-party affiliate platform (Affise) for tracking, reporting, and self-service operations, with ad-safety and verification handled via GeoEdge and attribution integrated through six partner platforms. Its fraud prevention relies on partner-specific data comparison rather than disclosed AI/ML methods. The customer base spans four segments — App Developers, Ad/Affiliate Networks, Media Buyers, and direct Advertisers/Brands — and case-study logos include global brands (Uber, HBO, Ford, Vodafone), gaming (Leo Vegas), travel (HotelTonight), and Indian SMBs (Faasos, an unnamed travel aggregator, an online towel retailer). Documented outcomes include a 40% cost reduction per user for a gaming client, doubled activation rates, and a 0.08% CTR with 913 monthly SEM conversions for a retail client.

Revenue mechanics are transactional: LeadGenetics charges advertisers only on measurable outcomes (acquisitions, leads, installs, sales) and earns commissions on successful campaign delivery through its affiliate network. The company is privately held with no disclosed funding rounds, no M&A activity, no senior leadership roster, and no patents or awards on file. With 11-50 employees and a 2014 founding date, LeadGenetics is a small, founder-operated performance marketing intermediary whose scale claims (60+ countries, 5,000+ partners) substantially exceed what its headcount and dated public footprint would normally support, making verification of current operational status a diligence priority.

Name

LeadGenetics

Legal name

SNJ Technology Pvt. Ltd

Website

https://leadgenetics.in

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

LeadGenetics is a New Delhi-based digital advertising firm, founded in 2014, that operates a performance-based user acquisition and affiliate marketing platform serving app developers, ad networks, media buyers, and advertisers across claimed 60+ countries via a network of 5,000+ publishers.

Ownership category

akta.pro rank

Product category

Digital Advertising and Performance Marketing Services

NAICS

Advertising Agencies (541810), Media Buying Agencies (541830)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Affiliate & Partner Lead Generation Networks (BPAFAKAL)

akta.pro secondary industries

Lead Generation & List Building Services (Prospecting, Data Sourcing) (BPAFAKAE), Lead Nurturing & Marketing Operations (List Management, Scoring) (MPAAAIAJ)

Keywords

• Performance marketing services
• Affiliate network advertising
• Video ad solutions
• User acquisition platform
• Programmatic media buying

Headquarters

HQ city

Delhi

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Performance Marketing: LeadGenetics generates revenue through performance-based pricing models including Cost Per Acquisition (CPA), Cost Per Lead (CPL), Cost Per Install (CPI), and Cost Per Sale (CPS). The company delivers campaigns exclusively on a performance basis, charging only when measurable outcomes are achieved.
2. Affiliate Network Services: Revenue generated from connecting app developers and ad networks through their platform, taking commissions on successful campaign delivery and conversions across their network of publishers.
3. Media Buying Services: Revenue from programmatic media buying across display, mobile, email, tablet, video placements, native advertising, social influencers, and in-app placements for advertisers seeking user acquisition.

Pricing tiers

Distribution channels2 records

Marketing channels3 records

Core offering

LeadGenetics is a performance-based digital advertising firm that delivers user acquisition and traffic monetization services for app developers, ad networks, affiliate networks, media buyers, and brand advertisers. The company combines media buying, in-app placements, social influencers, programmatic platforms, video placements, and native advertising into a unified media mix, pricing campaigns on CPA, CPL, CPI, and CPS outcomes. Its proprietary portfolio includes four video ad formats (in-stream, in-banner, in-text, in-app), native ads, Appwall, contextual ads, mobile web ads, and a lightweight SDK, supported by real-time reporting and proactive fraud prevention.

Product overview

LeadGenetics is an affiliate marketing and user acquisition platform offering a unified portfolio of video advertising solutions and monetization tools. The core product lineup includes four video ad formats (In Stream, In Banner, In Text, and In App) alongside four advertising delivery products (Native, Appwall, Contextual Ads, and Mobile Web Ads). These are distributed through multiple media channels including Media Buying, In-App Placement, Social Influencers, Programmatic Platform, Video Placements, and Native Advertising, all priced on a performance-only model (CPA, CPL, CPI, CPS). The company also provides a lightweight SDK for app developers and real-time reporting via industry-leading attribution platforms.

Differentiator

Problem solved

Functional benefit

Products and services

• In-Stream Video Ads Video advertising solution supporting pre-roll, post-roll, and mid-roll formats for embedding within video content. Sold to advertisers seeking in-stream video inventory.
• In-Banner Video Video playback capability embedded within banner or tag formats with email HTML creative integration. Sold to advertisers wanting rich-media video within banner placements.
• In-Text Video Play Overlay video solution that activates when users hover over highlighted text and plays video associated with that word. Sold to advertisers seeking contextual video engagement.
• In-App Video Interstitial video advertising format that plays between game levels in mobile applications. Sold to advertisers and used by app developers to monetize.
• Native Advertising Customized ad format designed to look and feel like the host application's native content. Sold to advertisers for in-app and feed-native placements.
• Appwall Wishlist-style app discovery interface customized and targeted for individual users based on demographics and behavior. Sold to advertisers wanting app promotion placements.
• Contextual Ads Text-based advertising solution using keywords to reach only interested users with better profit margins on the contextual advertising network. Sold to advertisers seeking intent-based placements.
• Mobile Web Ads Plug-and-play mobile web monetization solution with copy-paste implementation for building ads on mobile sites without technical expertise. Sold to publishers and website operators.
• Media Buying Service Media sourcing channel for purchasing advertising inventory across multiple formats and placements on behalf of advertisers. Sold to brand advertisers and agencies.
• Programmatic Platform Automated advertising platform for programmatic buying of video placements and display inventory across display, mobile, email, and tablet channels. Sold to advertisers for campaign automation.
• Performance Marketing Campaigns (CPA/CPL/CPI/CPS) Campaign delivery model supporting CPA, CPL, CPI, and CPS payment structures for advertiser cost control, delivered exclusively on a performance basis. Sold to advertisers as the company's flagship commercial offering.

Quantifiable outcome

• 40% cost reduction per user for gaming client (Leo Vegas)
• +7 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature12 records

Partnerships

Three partnerships are on record, tiered core.

• AffisecoreTechnology or IntegrationAffise provides the underlying affiliate marketing platform technology powering LeadGenetics' tracking, reporting, and campaign management. The partnership enables LeadGenetics to offer self-service signup and platform access through Affise's infrastructure.
• Attribution Tracking PartnerscoreTechnology or IntegrationLeadGenetics partners with industry-leading attribution platforms to ensure accurate tracking and feedback on campaign performance, enabling real-time optimization and sound tracking of traffic.
• Industry Leading Platform PartnerscoreTechnology or IntegrationPartnership with industry-leading platforms enables real-time reporting and analysis, providing immediate feedback for campaign optimization and performance tracking.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• AppsFlyer: Global mobile attribution and marketing analytics platform. While AppsFlyer is primarily an attribution/measurement SaaS provider rather than a media buyer, it is the dominant platform that LeadGenetics' advertiser and app developer customers use to measure UA performance, making it a closely adjacent ecosystem player.
• Adjust: Mobile measurement and fraud prevention platform serving the same app developer and advertiser base as LeadGenetics. It competes for the analytics layer of the mobile UA stack that LeadGenetics depends on for campaign optimization and reporting.
• ironSource: App monetization and user acquisition platform offering SDK-based mediation, in-app bidding, and video ad formats. Direct functional overlap with LeadGenetics' in-app video, Appwall, and SDK-based publisher monetization products, but at much larger scale.
• Unity Ads: Mobile game advertising and monetization network built into the Unity engine. Competes directly with LeadGenetics' in-app video (inter-level) and Appwall formats for game developer inventory and advertiser spend.

Direct peers

• Tapjoy: Mobile advertising and app monetization platform specializing in rewarded video, offerwalls, and performance UA. Closely overlaps with LeadGenetics' Appwall, in-app video, and CPA/CPI performance pricing model for app developers.
• Chartboost: Mobile gaming UA and programmatic in-app advertising network. Directly comparable to LeadGenetics in serving app developers with in-app video, programmatic mediation, and performance-priced UA campaigns for advertisers.
• Glispa: Performance marketing and user acquisition network operating globally with CPA/CPI/CPL pricing. Closely mirrors LeadGenetics' affiliate-led UA model and serves the same advertiser segments (app developers, brands seeking measurable installs).

Others

• Affise: Affiliate marketing SaaS platform that powers LeadGenetics' tracking, reporting, and self-service infrastructure. While also a competitor to other affiliate networks, Affise is LeadGenetics' core technology partner and infrastructure provider, making it an ecosystem participant rather than direct competitor in the same vertical slice.

Regional players

• Yodel Mobile: Mobile app marketing and UA agency operating primarily in EMEA. Comparable in service offering (app installs, performance UA, programmatic buying) to LeadGenetics but with geographic focus in European markets rather than India/global.

Emerging players

• Moloco: Programmatic mobile UA and monetization platform using machine learning for bid optimization. Competes with LeadGenetics' programmatic platform offering for app-install and in-app inventory buying at scale.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/leadzin-marketing

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about LeadGenetics