Tapjoy's Mobile Value Exchange™ is at scale with 70 million Monthly Active Users and gives advertisers more precise targeting, volume control and cost-effectiveness

The mobile advertising and publishing platform Tapjoy, Inc. (www.tapjoy.com) has reached 70 million Monthly Active Users and is in a unique position to connect advertisers large and small with targeted consumers on their smartphones and tablet devices. Today, Tapjoy announced that it is opening its Mobile Value Exchange to a broader cross-section of advertisers and giving them more control over their costs and volume deliveries by allowing open market bids on all Cost Per Action (CPA) advertisements.

"The freemium market for mobile app developers has reached a very exciting point of scale," said Mihir Shah, President and CEO of Tapjoy. "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 opening up its network to create a truly open marketplace, Tapjoy expects to increase mobile advertising volume with a larger variety of advertisers to help fill the massive inventory provided by its in-app mobile ad network. The Tapjoy network, which spans iOS and Android as well as its own HTML5-based Personal App Marketplace, has practically doubled in size over the last 6 months and now generates 70 million Monthly Active Users from nearly 200 countries throughout the world. Initial results since the change have been impressive, with single-day ad completions higher than any day in 2011, including peak holiday traffic.

The Tapjoy Mobile Value Exchange provides one of the industry's largest self-serve, bidded auction marketplaces, through which advertisers can set their own price for performance-based mobile advertising. Whether an advertiser is looking for application installs, video views, registrations, subscriptions, form submissions, quote requests, surveys or any other type of CPA ad engagements, Tapjoy can help push their message out to millions of users at whatever price they set. Advertisers can begin running ad campaigns with a $0.10 minimum bid per action with no minimum spend and can manage and optimize their bids in real-time. Dialing volume levels up or down is as simple and instant as adjusting bid levels in the right direction.

"Tapjoy has truly opened up the mobile marketplace for us so that we have more options and flexibility with our ad spending on mobile," said Dan Currie, CEO and Co Founder of SmartRoam, the makers of ChatTime. "The ability to optimize our ad bids in real-time using Tapjoy has drastically improved the effectiveness and ROI of our mobile advertising spend. It has become an invaluable part of our advertising strategy and will continue to play a key role in how we utilize the mobile platform."

While the mobile advertising market more than doubled from 2010 to 2011, most analysts predict that the real growth is only just beginning. Market research firm eMarketer recently estimated that the US mobile advertising market alone 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**.

Advertisers interested in signing up for the Tapjoy Mobile Value Exchange can do so at https://www.tapjoy.com/site/advertisers. For more information, email adsales@tapjoy.com.

About Tapjoy

Tapjoy is a mobile advertising and publishing platform whose unique Mobile Value Exchange™ model allows users to select personalized advertisements with which to engage for virtual currency or premium content.  Tapjoy helps unlock mobile joy by empowering more than 460 million mobile users who choose to watch videos, subscribe to services, install applications and participate in other types of advertisements in exchange for virtual currency they can use in their favorite apps.  Tapjoy's turnkey in-app advertising platform helps developers acquire cost-effective, high-value new users and monetize their applications, while its powerful advertising marketplace lets brand advertisers reach a global mobile audience spanning more than 10,000 applications. Tapjoy is backed by top-tier investors including J.P.Morgan Asset Management, Rho Ventures, North Bridge Venture Partners, InterWest Partners and D.E. Shaw Ventures. Headquartered in San Francisco, the company also has offices in New York, Los Angeles, Chicago, London and Tokyo. For more information, please visit www.tapjoy.com.

Tapjoy and the Tapjoy logo are trademarks or registered trademarks of Tapjoy, Inc. All third party logos and trademarks mentioned are the property of their respective owners.

*eMarketer: "US Mobile Ad Spending Soars Past Expectations", January 26, 2012: http://www.emarketer.com/Article.aspx?id=1008799&R=1008799

**Gartner: "Gartner Says Worldwide Mobile Advertising Revenue Forecast to Reach $3.3 Billion in 2011", June 16, 2011: http://www.gartner.com/it/page.jsp?id=1726614