Tapjoy Opens Doors to Mobile Value Exchange Marketplace

Mobile advertising and publishing platform Tapjoy announced yesterday that it has removed the beta tag from its Mobile Value Exchange marketplace and is allowing all users to make open market bids on cost-per-action advertisements.

Advertisers looking for people to download their apps; fill out surveys, registrations, or subscriptions; watch a movie trailer, or undertake any other type of CPA ad engagements can use Tapjoy to push their message out to millions of users at whatever price they set. Advertisers can begin running ad campaigns with a ten-cent minimum bid per action with no minimum spend and can manage and optimize their bids in real time.

"The freemium market for mobile app developers has reached a very exciting point of scale," said Mihir Shah, president and CEO of Tapjoy in a statement. "Our industry has experienced global adoption of the model with a broad and engaged set of users. Now is the time to provide our users with increasingly relevant and targeted advertisers that work for specific affinity groups. It's still early, but we see significant headroom in encouraging users to self-select those advertisers that appeal to them."

By expanding its network into an open marketplace, the San Francisco–based company expects to increase mobile advertising volume with a larger variety of advertisers to help fill the inventory provided by its in-app mobile ad network. According to the company, the Tapjoy network, which spans iOS and Android as well as its own HTML5-based Personal App Marketplace, has nearly doubled in size over the last six months and now has 70 million monthly active users from nearly 200 countries.

Market research firm eMarketer recently estimated that the United States mobile advertising market will capture $2.62 billion in 2012, up from $1.45 billion in 2011. Meanwhile, research firm Gartner estimates the worldwide market will continue to double for at least the next three years, skyrocketing to $20.6 billion by 2015.

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