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InMobi to monetise US based Tapjoy’s mobile games in India

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InMobi has partnered exclusively with US based Tapjoy, a mobile ads and app monetisation company, to monetise their inventory in India. This will let Indian advertisers advertise on Tapjoy’s global mobile gaming apps.

Tapjoy claims to have 40 million unique users in India across games like 8 Ball Pool, Criminal Case, Subway Surfer etc. The company offers ad solutions like video and rich media, performance based ads and in app engagement.

As of December 2014, Tapjoy claims that its SDK was embedded in over 270,000 apps and had a global user base of 520 million monthly active users. Earlier this year, Tapjoy also partnered with the Israel based mobile and software distribution company IronSource to monetise games. The San Francisco headquartered company has offices in the US, UK, China and Japan among others.

InMobi claims to have a reach of 135 million unique devices in the country. Last year, InMobi partnered with Sky Media, the ad sales arm of telecom company Sky, to expand its offerings to advertisers and publishers in the UK.

Interestingly, the InMobi-Tapjoy partnership comes at a time when India’s telecom regulator TRAI is looking to address unsolicited video ads that eat into subscriber mobile data to understand whether they need to be regulated. TRAI is yet to put out its final regulation on auto-play ads.

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FTC fine for InMobi

Note that about 6 months ago, the United States’ Federal Trade Commision (FTC) fined InMobi $950,000 for tracking locations of hundreds of millions of consumers, including children, without their knowledge or consent to serve them geo-targeted advertising.

Miip ads

Last September, Inmobi had partnered with payment companies Stripe, Alipay and Paytm to enable payments over its advertising discovery platform Miip. It tied up with Amazon India, Paytm and other marketplaces to launch Miip in August last year. Miip is like a  cross between Clippy, the paperclip assistant from Microsoft Word, and a pop up ad.

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Ads on social media platforms

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For the quarter ended September 2016, mobile advertising revenue represented 84% of Facebook’s advertising revenue, up from approximately 78% of advertising revenue in the third quarter of 2015. Its total revenues were growing 56% YOY to $7 billion and ad revenues were up 59% to $6.8 billion. In September, the Facebook owned Instagram claimed to have 500,000 global advertisers. At last count, Instagram claimed to have 500 million monthly active users.

Image Credit: Android Game Spot

Written By

I'm a MediaNama alumna from 2015-16 (remember TinyOwl?) now back to cover e-services like food and grocery delivery, app based transport and policies, platforms and media in India.

MediaNama’s mission is to help build a digital ecosystem which is open, fair, global and competitive.

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