Tapjoy launches private in-app ad exchange, powered by Rubicon Project

Tapjoy, the in-app monetization platform that lets users choose to engage with ads in exchange for in-app rewards, is launching the Tapjoy Private Exchange. Through the private exchange, advertisers will be able to access Tapjoy’s in-app video ad inventory programmatically. At launch, Tapjoy has selected Rubicon Project to be the exclusive programmatic provider.

“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.”

Tapjoy claims more than 10,000 publishers in its network.

“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 for Rubicon Project, of the partnership.

About The Author

Ginny Marvin

Ginny Marvin is Third Door Media’s Editor-in-Chief, running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.