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Tapjoy Expanding Native In-App Video Ads Strategy

Social app and game monetization company Tapjoy is expanding its new video ad strategy, after cutting back on its pay-per-install approach earlier this year, with native pre-cached ads in games.
Social app and game monetization company Tapjoy is expanding its new video ad strategy, after cutting back on its pay-per-install approach earlier this year. Back in April, Apple began enforcing restrictions on cross-promotional app install offers, rejecting numerous apps that featured Tapjoy's "offer wall" scheme, which pays developers to promote installation of other apps. As a result, Tapjoy began scaling back on the system, looking instead at expanding different methods of monetization. The company is now looking to further increase the use of its video ad strategy, according to Inside Mobile Apps. These new native ads come as part of the apps, rather than featuring as an outside video which needs to download each time it is played. This pre-caching method means that users don't have to wait for video ads to load. The videos also do not link to other sites or take users out of the app to view them, leading to less frustration for the gamer. Linda Tong, Tapjoy’s vice president of product, explained that the company is ready to push this new angle. "We have a dedicated salesforce out there selling this inventory," she said. "I think that publishers will expect to see greater fill than they have before."

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