SessionM Valued at $205 Million to Gain in Mobile Marketing

Serial entrepreneur Lars Albright is at it again, with his new startup raising $35 million to make good on its vision to become the Salesforce.com Inc. of mobile marketing.

Albright’s five-year-old SessionM Inc. is pivoting away from its traditional approach to mobile-loyalty and advertising via discounts offered to consumers in exchange for watching videos and completing quizzes about Volvo and other big brands. Those engagement programs, which once had participation from more than 2,000 app makers, now represent less than 20 percent of the Boston-based startup’s revenue and won’t be a major focus going forward, according to Albright, chief executive officer. The new focus: gathering data about consumer behavior and then suggesting brands turn that knowledge into personalized, targeted offers.