Business and Marketing

The mobile rewards company seeks to provide advertisers with improved audience targeting.

nGEN is Tapjoy's audience intelligence platform.

Tapjoy, which rewards mobile users with premium content for engaging with advertisers, has announced a strategic partnership with Experian Marketing Services to offer its clients enhanced audience targeting capabilities.

As part of the agreement, Tapjoy will have access to Experian's ConsumerView database, which Experian says covers 98% of the U.S. population and provides demographic breakdowns, behavioral and life stage information, and category and brand preference.

Experian, which rewards members for downloading specific apps, makes a claim to 450 million active monthly users and access to more than a billion devices on a global scale. “Our advertisers now have a unique and robust solution to target ads on mobile based on segmentation, desktop browsing behavior, and the power of Web-based targeting,” said Tapjoy CEO Steve Wadsworth in a release announcing the deal. “We have dramatically increased Tapjoy's targeting capabilities over the previous quarters.”

Business Breaking News: Once Upon a Time: Successful Online Ads Tell a Story

Ads that tell a story have the greatest impact on consumers, new research suggests.

Digital media ad campaigns that tell a brand story before asking people to buy something are significantly more effective than ads that immediately encourage people to take an action, the study shows. Results come from research by Facebook and the social media advertising technology firm Adaptly.

For the study, researchers generated two ad campaigns on Facebook for Refinery29, an independent fashion and lifestyle website, and then compared the rate of email subscriptions and visits to the ads' landing pages.

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