Tapjoy and Rubicon Project Launch Tapjoy Private Exchange
Tapjoy and Rubicon Project, which operates one of the largest advertising marketplaces in the world reaching approximately 1 billion consumers worldwide, today launched the Tapjoy Private Exchange, which opens up Tapjoy’s premium in-app, opt-in mobile video inventory to programmatic ad buyers via Rubicon Project's Orders platform.
"For years, marketers have used Tapjoy to sponsor in-app content for consumers, creating a deep emotional connection with their brands and driving unprecedented levels of awareness, preference, and action," said Steve Wadsworth, CEO of Tapjoy, in a statement. "We are thrilled to partner with Rubicon Project to enable brand marketers to access our premium in-app, opt-in mobile video inventory programmatically for the first time."
With this partnership, inventory across Tapjoy's publisher network, which spans more than 10,000 mobile apps and reaches 520 million monthly active mobile users throughout the world, will be available in Rubicon Project's Orders platform. Tapjoy's Opt-in Video ads provide advertisers with 100 percent viewability and 90 percent completion rates in a skippable format. Tapjoy ads leverage a value exchange model that rewards consumers for their time and attention to video advertisers with access to premium content native to each app.
The Tapjoy Private Exchange also provides buyers with access to Tapjoy's first-party targeting, based on billions of mobile data points and rich app usage analysis of user preferences, conversion history, lookalike comparisons, and behavioral insights.
"We are extremely excited to be the initial launch partner with Tapjoy, unlocking the power and scale of automation as Tapjoy seeks to drive greater monetization for the premium audiences they connect with globally," said Joe Prusz, head of mobile at Rubicon Project, in a statement. "By automating rewarded video with partners like Tapjoy, we are advancing our mission to empower the consumer by bringing them into the advertising equation as an active participant -- choosing how to trade their time and attention in return for a more personalized and engaging experience."
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