Tapjoy and IronSource have partnered to deliver better services for mobile app developers when it comes to segmenting users, predicting which ones will spend money, and which ads will be most effective.
San Francisco-based Tapjoy said it is partnering to offer a full slate of services to developers. The company will contribute user-level segmentation and predictive analytics while IronSource will offer video ad mediation (which means it finds the best video ad to show to a particular user). The partnership is aimed at helping app developers give the best experience to paying users as well as those who are expected to become paying users. And it will help drive optimal revenue when it comes to making money through ads.
IronSource’s developer partners can access Tapjoy’s premium brand advertisers as part of their video ad mediation. The partnership means that developers need only implement one software development kit (SDK) to get the services of both companies. That helps reduce the “SDK fatigue” that many developers are feeling as they integrate too many third-party services into their apps.
Mobile game publisher GSN Games, the maker of social casino games and games for prizes, is among the early adopters of the combined offering.
“We were very excited to hear that Tapjoy and ironSource were partnering on mobile ad mediation,” said Stuart Lewis-Smith, the 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 ability to predict the lifetime value of a user, contextual marketing messages, and ad demand from IronSource’s 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 find 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 ad mediation. The IronSource SDK is compatible with leading ad network adapters, enabling developers to simultaneously access multiple demand sources while only initializing one SDK in their app. The solution intelligently optimizes this demand, creating an ad marketplace in which advertisers compete for developer inventory. This approach effectively maximizes revenue potential by boosting ad efficiency across territories.
“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 martech 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,” said Gil Shoham, the chief revenue officer of IronSource, in a statement. “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. 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.”
