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Tapjoy Touts New Targeting Capabilities for Mobile AdvertisingTapjoy is now partnering with ironSource to integrate Tapjoy’s user level segmentation and predictive analytics capabilities with ironSource’s video mediation solution.

“The partnership is intended to help mobile app developers ensure the best possible user experience for paying and predicted future paying customers, while driving optimal revenue from their inventory designated for ad monetization,” explained a Tapjoy release to the media ahead of the long Memorial Day holiday weekend in the U.S.. “The partnership will also allow ironSource’s developer partners to access Tapjoy’s premium brand advertisers as part of their video ad mediation waterfalls for the first time.”

Clients are already looking forward to the possibilities. For instance, GSN Games, a leader in social casino games and cash tournaments, has signed up to be one of the first developers to implement the firms are offering.

“We were very excited to hear that Tapjoy and ironSource were partnering on mobile ad mediation,” said Stuart Lewis-Smith, Vice President of Casino at GSN Games. “Tapjoy’s user level segmentation and predictive analytics allows us to be strategic about which of our customers are presented with a rewarded video ad experience, and ironSource’s mediation platform ensures that we are getting the highest possible pricing and fill rates for those impressions.”

Tapjoy and ironSource offer two integration paths for app developers, notes the release.

The ‘Platform Integration’ uses the Tapjoy SDK to give publishers complete access to Tapjoy’s LTV Infrastructure for yield management between contextual marketing messages and ad demand from ironSource’s premium video ad networks. This enables developers to analyze consumer behavior in real-time, segment based on historical and predicted in-app spending, drive engagement and merchandising campaigns for paying customers, and surface the optimal advertising mix for non-paying customers.

Then there’s the “Adapter Integration,” which employs the Supersonic by ironSource SDK to access Tapjoy’s video ad demand as another network option in the mediation waterfall.

“The ironSource SDK is compatible with all leading ad network adapters, enabling developers to simultaneously access multiple demand sources while only initializing one SDK in their app.”

It’s a more data-rich dive into app monetization, notes Tapjoy CEO Steve Wadsworth.

“Today’s freemium app developers require a sophisticated, data-centric approach to monetization,” adds Wadsworth. “The combination of our mar-tech tools and ironSource’s video monetization platform enables developers to personalize the revenue path for each of their customers and to subsequently maximize the value of the resulting video ad inventory. Together, we help developers make more money while delivering a great user experience.”

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