• May 27, 2016

Tapjoy and ironSource Partner

Tapjoy is partnering with ironSource to combine its user-level segmentation and predictive analytics capabilities with ironSource's video mediation solution.

The partnership is intended to help mobile app developers drive revenue from their inventory designated for ad monetization. The partnership will also allow ironSource's developer partners to access Tapjoy's premium brand advertisers as part of their video ad mediation waterfalls.

GSN Games, a provider of social casino games and cash tournaments, will be among the first developers to implement the combined 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, in a statement. "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. 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. The Adapter Integration uses 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 apps. The solution intelligently optimizes this demand, creating an ad marketplace in which advertisers compete for developer inventory.

"Today's freemium app developers require a sophisticated, data-centric approach to monetization," said Steve Wadsworth, Tapjoy's CEO, in a statement. "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."

"The ironSource mediation platform sits at the heart of our monetization solution. It comes equipped with industry-first smart-loading technology that ensures smooth ad delivery and boasts superior performance, transparency, and dashboard controls to give developers complete control over their inventory," said Gil Shoham, chief revenue officer at ironSource, in a statement. "This partnership enables us to offer our mutual developer customers a powerful combination of services, which preserves an enjoyable app experience while maximizing revenue potential. At the end of the day, it's the user that matters most, and it's pivotal your partners share that vision."

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