Meet Moazeem Hossain, Tapjoy’s Ad Operations Team Lead at our London UK office.


What is your greatest strength in your current job?

I have a great team behind me, their awesomeness makes my job really easy! I’ve been able to get involved in so much more because I can trust them to excel at the job they do.


Who has influenced you the most professionally and why?

George Foreman. He taught me there’s no limit to what you can do, no matter where you’re from. Becoming the oldest heavyweight champ, and then making a great grill? What a legend!


What sets Tapjoy apart from other companies?

A lot of companies like to call themselves a family, but I truly believe Tapjoy lives that. Like all families, we have our falling outs and issues, but I love how we all come together to deliver. There’s a lack of differentiation that means that wherever you are working, you can be part of the bigger picture.


What advice would you give a new Tapjoy employee?

Get involved in everything you can. There is so much going on and so much to learn. Don’t miss anything!


What is your favorite quote?

When in Rome…


The next Tap Into Our Team instalment might be about you! Visit our Careers page to see Tapjoy’s latest employment opportunities.

Whether your goal is to build brand awareness or acquire customers, mobile ads are a vital part of any comprehensive marketing strategy. Smartphones are now more common than desktop computers, and audiences use them to play games, post on social media, or browse the internet. Meanwhile, app usage has surpassed that of the mobile web, prompting many advertisers to adjust their marketing strategies accordingly.

Furthermore, in-app marketing is a vastly different discipline compared traditional web advertising. To succeed, advertisers and developers must work together to come up with creative ways of leveraging new and compelling mobile ad formats to engage audiences.

The good news is that advertisers and developers alike have a variety mobile ad formats to choose from. Here are some of the core formats to help you get started.



Offerwalls are interactive in-app ad units that give users the opportunity to earn relevant rewards through incentivized actions. This allows developers and publishers to monetize their apps through contextually relevant offers while letting advertisers foster engagement with new audiences. In most cases, offerwalls take the form of in-app storefronts where users can complete objectives for virtual rewards like in-game currency.

Offerwalls can be deployed in any app, but are especially effective in free-to-play mobile games, where they provide an alternative method for engaged players to acquire in-game items or currency. Offerwalls can themselves be used as a vehicle for delivering other types of ad units, although rewarded ads tend to be the most popular with users. Other engagement opportunities include surveys or free trials for brand services.

Offerwalls are a form of value-exchange advertising, so their only hard rule is that users choose to engage with them, as opposed to interstitial formats which arrive unprompted. This has the added benefit of generating higher levels of engagement compared to unrequested advertisements, which in turn maximizes ad revenue for publishers. Pop-up reminders and notifications can still direct users to the offerwall if effectively integrated with the app’s native experience.

To learn more, check out our Offerwall page.


Rich media ads

In the early days of mobile advertising, most ad creative was delivered through largely static mediums like banners or image-based interstitials. Today, advertisers have found great success using modern web technology to feature more engaging experiences and the ability to respond to user input. Modern ad creative can feature video, audio, or any other creative element that enhances the user experience. What’s more, rich media can effectively attract user attention and provides higher engagement than standard creatives.

Facets of rich media advertising can be leveraged in a variety of other formats, most notably as interactive end cards for video advertisements. These are largely web-based interfaces that can include multiple calls-to-action that can direct traffic towards multiple destinations. Alternatively, rich media technology can be used to develop creative that is 100% interaction based, allowing audiences to engage with brands in new and exciting ways.

To learn more, check out our Rich Media Ads page.


Mobile video ads

Mobile video advertisements typically last around 30 seconds and often conclude with an interactive end card that makes use of rich media ad technology. They are an evolution of static interstitial ads which were common in the early days of mobile advertising, reimagined to better support modern device capabilities and advertiser needs.

Mobile Ad Formats

Mobile video ads are especially effective when deployed as full-screen in-app advertisements, while mobile web deployments are more limited. Mobile video ads can be employed as rewarded placements, or delivered as interstitials. In the case of the ladder, it’s recommended that developers carefully monitor and adjust the frequency of interstitial placements, as studies have shown unprompted ads can damage retention if used to excess. When necessary, interstitial videos are best delivered at natural breaks in user experience. For example, a mobile game should have video ads between levels or gameplay activities, not during gameplay.

For more information, check out our Mobile Video Ads page.


Rewarded video

Rewarded video ads are among the most popular forms of advertising on modern mobile devices. They go a step beyond traditional video ads by offering users a measurable benefit in exchange for their time and attention. Whether delivered through an offerwall or a standalone placement, rewarded video ads can provide in-app currency, in-game bonuses, or other kinds of premium content that address the vast majority of users who may not be willing to convert on an IAP purchase but are still eager to engage.

Since their inception, multiple studies and in-market examples have emerged to suggest that rewarded ad placements are among the most well-received by users. Many customers know and understand the premise of value-exchange and are happy to engage with rewarded placements knowing that it supports developers and enables further engagement with the products they love.

To learn more, check out our Rewarded Video page.



Playables are short in-app advertisements that offer audiences the chance to experience a sample of a game or app’s core engagement loop. Instead of presenting users with a static interstitial or passive video, playables use touchscreens and other mobile device capabilities to create a small interactive demonstration. Naturally, they are well-suited to mobile gaming categories.

In their most common form, playables highlight a single gameplay mechanic from the advertised app. This gives players the opportunity to sample a game’s experiential value before installing it, usually from a storefront link within the playable itself.

Some common playable deployment examples include:

To learn more, check out our Playables page.


Today’s mobile ad formats have transformed the way users engage with traditional marketing campaigns. Meanwhile, the emphasis on value-exchange advertising makes it easier to advertisers and developers to maximize performance and revenue.

Mobile ad format expertise is just one way the monetization and advertising experts at Tapjoy help our customers succeed. For more information on mobile ad essentials, contact the Tapjoy team today.

Looking to brush up your mobile marketing fundamentals? Take a look at our strategy article, “Mobile Ad Mediation – What Developers Need To Know”.

Effective 4/19/19, per recent communication with Apple regarding platform guidelines, we have removed the PPE product for iOS.

Please resubmit your apps to the App Store with no changes necessary on the publisher side with the Tapjoy SDK enabled. We apologize for any disruptions this may have caused.

If you have any questions, please email us at

Meet Lillian Sun, Tapjoy’s Human Resources Manager for the APAC region.


What makes Tapjoy a great place to work?

I think all the leaders and managers at Tapjoy hold themselves accountable for treating all employees with respect and care, all of the time, and regularly recognize our positive contributions.

Tapjoy always provides employees with ongoing opportunities and incentives to learn, develop and grow, both in establishing new specific hard skills, as well as softer skills that serve them well as individuals, managers and leaders.


What motivates and challenges you to do your best work?

I am very fortunate to work in this healthy culture. It’s also just competitive enough to motivate me to do a good job.

The culture here promotes peer-to-peer learning, genuine feedback, complaint redressal and suggestion implementation.

It also tends to increases overall work efficiency. Also, our organization cares about my personal well being, which is another big motivation.


What is one important skill every person should have?

Patience, definitely. It’s all about how you react when you encounter challenges, frustrations or trouble in your daily life how you pull yourself together, and then move on.


What is your favorite thing to do when you’re not working?

I always enjoy painting when I have spare time. I’ve studied oil painting since I was a little girl, and now it has became one of my habits, which can bring me inner peace. However, oil painting is little bit time consuming, I do illustration most nowadays.


The next Tap Into Our Team instalment might be about you! Visit our Careers page to see Tapjoy’s latest employment opportunities.

Ian Livingstone is widely acknowledged as a pioneer of modern gaming culture, with a storied career spanning multiple celebrated projects and franchises. Tapjoy recently spoke with Livingstone about the history of gaming, how digital technologies are impacting consumer behavior and what modern gaming investors look for in projects worth funding.


From Google’s Stadia to AR development software, these were our favorite mobile gaming headlines from GDC 2019.

GDC 2019 recently drew to a close, but there have been no shortage of fascinating insights this year. More importantly, we’ve seen plenty of major mobile gaming announcements. Here are a few groundbreaking stories we watched unfold from the GDC show floor:

Google’s Stadia aims to tackle games streaming

From OnLive to Sony, many gaming companies experimented with video game streaming services over the past decade. The vast majority of projects quietly dropped off the map or reduced their scope to gaming classics. Yet earlier this week, Google announced plans to launch a Netflix-styled game streaming platform called Stadia that might succeed where competitors have failed — while offering the latest Triple A titles.

Stadia operates by letting customers stream gameplay directly from Google servers, enabling them to play brand-new games without purchasing expensive hardware. While details are light, Google confirmed Stadia will support high-performance footage and a WiFi-enabled controller that reduces latency. As a streaming platform, Stadia should also function across any online device including smartphones and tablets.

While industry insiders are concerned about Stadia’s vague business model and whether modern internet infrastructures can support it, Google does have the resources to make Stadia functional as part of a long-term business strategy — especially if its 7,500 new gaming servers function as advertised. The service is expected to launch in North America and Europe in 2019.

Epic Games is working on a new mobile games project

Epic Games is already a gaming superstar thanks to the massively successful Battle Royale-based Fortnite, but it’s not resting on its laurels. The publisher has now teamed up with Chinese developer Loong Entertainment to co-develop Project:SU, a mobile title promising to offer Triple-A gaming performance.

What’s interesting about this announcement isn’t Project:SU itself — although the game does look promising. It’s that Epic has integrated itself into every market across the international gaming industry. The Epic Games Store is already competing with PC giant Steam in terms of popular exclusives, while Fortnite is currently available on every successful mobile platform. By partnering with a Chinese studio to gain international reach, Epic might just be cementing its role as an industry leader. Project:SU launches later this year.

Call of Duty mobile beta arrives this summer

In North America, Call of Duty is widely recognized as a console gaming mega-franchise with an annual release schedule. In China however, Tencent has translated the concept for mobile devices. Now Activision and Tencent have confirmed that Call of Duty: Mobile will finally gain an international free-to-play launch.


Call of Duty: Mobile combines the maps, gameplay modes, and characters of the popular Modern Warfare and Black Ops storylines into a single multiplayer title. While Call of Duty’s console reach has slowly declined in recent years, a mobile launch could revitalize it while bringing in new audiences. If successful, that could prompt other Triple A franchises to follow suit, much like Blizzard has planned for Diablo Immortal.

Unity investing in mobile AR tech

Unity is among the most popular video game engines in the world, powering everything from casual mobile releases to performance-heavy PC titles. On the mobile front, Unity has now confirmed it’s investing heavily in AR tech similar to that which powers Pokemon Go or The Walking Dead: Our World.

The success of Pokemon Go alone was enough to make mobile studios excited for the format. But Unity’s universal nature means developers large and small with have robust AR tools at their disposal when this technology launches. It also ensures that more fascinating AR launches and experiments will become widely available to anyone with a smartphone in the near future.

Whatever mobile games you enjoy, it’s increasingly clear that 2019 will be a good year for the industry. Here’s to seeing what arrives next at GDC 2020!

Looking to brush up on the fundamentals of Tapjoy’s mobile platform? Take a look at our latest strategy article, “What Is Mobile Advertising?

As advertising methods evolve, more and more marketers are turning to performance marketing to ensure their campaigns get measurable results.

Before advertising success was measured in shares, clicks, installs, and impressions, things were a bit more basic. The creative and business forces behind a marketing campaign would use their magic to make ads, choose and pay for their placement, and hope to see results.

Things are a lot different now, and advertisers are demanding more for their money. Performance marketing is one way to get this done, and different forms of performance marketing are quickly gaining popularity in this results-driven industry.

What is performance marketing?

As the name implies, performance marketing is a type of marketing in which advertisers pay when they achieve a specified result–not before the ad runs. The non-profit Performance Marketing Association defines it as “a comprehensive term that refers to online marketing and advertising programs in which advertisers (a.k.a., “retailers” or “merchants”) pay marketing companies (a.k.a, “affiliates” or “publishers”) when a specific action is completed; such as a sale, lead or click.”

In other words, the publisher and marketer agree to these specific terms beforehand, the publisher runs the ad–whether it’s for an app, service, or other product — and the marketing company pays when those results are met. In many cases, that does mean a certain number of clicks, or, in the case of videos, a specified percentage watched; in other cases, advertisers don’t pay until consumers follow a call to action and, in the case of mobile performance marketing, actually install their app.

How is it different than other forms of marketing?

In more traditional types of marketing, the payment scheme is reversed; the advertisers pay upfront and then the publishers run ads. This type of marketing does have its place, especially when raising brand awareness. Sometimes, the first step is just letting potential consumers know that the brand exists and what services it provides. You’ll see these ads all over–on social media, websites, and in apps. And of course, with older types of ads for TV and radio, there’s no interactivity, so there’s no immediate, measurable way to discern impact.

Brand marketing, of course, has its drawbacks. As Forbes explains, “Metrics associated with this type of marketing — likes, favorites, retweets, and perceived equivalent media value — all have some sort of impact. But they’re not often discernible on a client’s bottom line. That means the client paid the agency a hefty fee for gained awareness, but nothing more.”

These days, consumers constantly have a screen in front of them, and there are hundreds of companies vying for their attention on a daily basis. It’s no wonder more and more marketing pros are turning to performance marketing so they can focus on results.

What are some examples of performance marketing?

There are quite a few types of performance marketing, but the ones gaining momentum at the moment are usually hyper-focused on mobile, often within apps themselves. Cost per view (CPV) marketing is a popular payment structure for video ads, as marketers only pay when the video is actually watched. However, what constitutes a “view” varies by platform and campaign, so it’s important to know what you want to gain from these ads and that you give consumers the relevant info upfront.

Then there’s cost per impression, often abbreviated CPM, in which advertisers pay after a certain number of views, typically per thousand. This is typically used for website ads or ads where interactivity is not required to get the desired outcome.

If you’ve played any mobile games lately, you’ve probably seen ads for other games that provide an easy link to the app store. This strategy is often used in cost per install marketing; as you’ve probably figured out, the advertisers pay when users follow this call to action and download the advertised application.

Of course, these are just a few types of performance marketing, and as the industry (and mobile technology) continues to evolve, we can expect to see even more advertising trends emerging. To keep up with the fast-moving world of mobile advertising, the pros at Tapjoy have the expertise you’re looking for.

Want to better understand the financial bottom line of your advertisements? Check out our article, “What is ROAS?” for a deep dive into measuring the effectiveness of mobile marketing campaigns


Don’t forget to make room in your schedule for these fascinating sessions from leading publishers and platform providers.

GDC is almost here. If you’re anything like Tapjoy’s team members, that means you’re currently attempting to cram as many sessions, meetings, and parties into a ludicrously crowded schedule. GDC 2019 has an excellent line-up on that front, but mobile monetization professionals will definitely want to check out these sessions for some particularly valuable insights.


The ‘Flappy Bird’ that Laid the Golden Egg: Success in Hyper-Casual

Speaker: David Fox (CEO, Double Coconut)

Date: Tuesday, March 19

Time: 4:40pm – 5:10pm

Location: Room 2016, West Hall

Pass Type: All Access, GDC Conference + Summits, GDC Summits

Hyper-casual is mobile gaming’s fastest-growing genre, and its success traces back to the hugely successful Flappy Bird. In this GDC feature session, Double Coconut’s David Fox will highlight this mobile classic as a case study for today’s hyper-casual market. Along the way, Fox will emphasize the importance of polished gameplay experiences, and define the elements required of a high quality mobile game design.


Gone in 15 Seconds: Acquiring Sticky Players in an Instant World

Speakers: Eleanor Haeg (Head of Creative Strategy, Unique Influence), Taylor Lundgren (Sr. Digital Manager, Unique Influence), Conrad McGee-Stocks (Growth Lead, Uken Games), Rose Agozzino (Sr. Marketing Specialist, Ludia), Alex Pan (Director, Performance Marketing, Seriously Digital Entertainment)

Date: Tuesday, March 19

Time: 11:20am – 12:20pm

Location: Room 2000, West Hall

Pass Type: All Access, GDC Conference + Summits, GDC Conference, GDC Summits, Expo Plus, Audio Conference + Tutorial, Indie Games Summit

With thousands of apps launched each day, attracting new players is a pressing challenge for developers and marketers. This session will outline Unique Influence’s testing process for ad creative, offer suggestions for iterating findings, and make content suggestions for rising inventory sources.


Design by the Numbers: Using Data for Good

Speaker: Evan Losi (Lead Game Designer, Scopely)

Date: Tuesday, March 19

Time: 1:20pm – 1:50pm

Location: Room 2016, West Hall

Pass Type: All Access, GDC Conference + Summits, GDC Summits

Mobile games are overwhelmingly popular, but user data can make them even better. Scopely’s Evan Losi will describe the launch for Looney Tunes: World of Mayhem while highlighting design insights generated from ongoing data tracking. With this data in hand, developers can use analytical tools to find and correct any potential design flaws.


Top 3 Mistakes of ‘Angry Birds 2’

Speaker: Mans Wide (Executive Producer, Rovio)

Date: Tuesday, March 19

Time: 2:10pm – 2:40pm

Location: Room 2016, West Hall

Pass Type: All Access, GDC Conference + Summits, GDC Summits

Rovio’s Angry Birds was a smash hit that defined mobile gaming, but Angry Birds 2 had a more tepid critical reception than the original. Executive Producer Mans Wide will candidly explore the bad calls that impacted Angry Birds 2, highlighting three design lessons that took over four years to learn.


Three Technology Trends That Will Shape the Next Generation of Gaming

Speaker: Erik Smith (Head of Account Based Marketing, Arm Treasure Data)

Date: Wednesday, March 20

Time: 10:30am – 11:00am

Location: Room 3020, West Hall

Pass Type: All Access, GDC Conference + Summits, GDC Conference, Summits, Expo Plus, Audio Conference + Tutorial, Indie Games Summit

The video games industry has undergone dramatic changes over the past decade, but we might not have seen anything yet. Arm Treasure Data’s Erik Smith will review the latest trends in mobile gaming, AR technologies, and streaming audiences while suggesting ways the three fields might soon converge.


Making Games That Stand Out and Survive

Speaker: Nick Popovich (CEO, Monomi Park)

Date: Thursday, March 21

Time: 11:30am – 12:30pm

Location: Room 2016, West Hall

Pass Type: All Access, GDC Conference + Summits, GDC Conference

With increased competition in the industry, how do you make your game stand out? Slime Ranger director Nick Popovich will share hard truths about making your game stand out without breaking your marketing budget.

GDC 2019 will run from March 18-22 at San Francisco’s Moscone Convention Center. We hope to see you there!


You could have the most engaging, innovative, and revolutionary marketing campaign at your fingertips, but it’s the end installs that matter. Find out more in our latest strategy article, “What Is CPI Marketing?

Games Workshop and Fighting Fantasy co-founder Ian Livingstone will summarize 40 years of game industry trends in a Tapjoy-sponsored event.

Advertising Week Europe starts on Monday, and we have a special guest we can’t wait to show off. On March 19th, Tapjoy will introduce a talk with Ian Livingstone, co-founder of Games Workshop and a legend among game creators for all platforms.

As part of “The Power of Play”, Livingstone will summarize 40 years within the games industry — from tabletop roleplaying to the growth of mobile platforms. While recounting these experiences, he’ll explore the impact of digital technologies on consumer habits, business models, and interactive narratives.

Livingstone has been referred to as a “Patient Zero” of the UK’s gaming industry, and we’re inclined to agree with that assessment. While living with flatmates Steve Jackson and John Peake, the trio founded Games Workshop and went on to define much of the nation’s gaming culture. In its early years, Games Workshop brought us the Warhammer Fantasy and Warhammer 40,000 franchises, each of which remains impressively popular today. Livingstone was also one of the personalities responsible for bringing a little game called Dungeons & Dragons to Europe, proving the skepticism of distributors wrong.

Yet Livingstone’s creative achievements go beyond Games Workshop. He and Steve Jackson partnered once again to create the Fighting Fantasy role-playing gamebooks — a creative reworking of the concepts behind Dungeons & Dragons and the Choose Your Own Adventure series. Livingstone himself personally wrote much of its 59-volume run, the most popular of which have been re-published by Scholastic. Outside of writing, Livingstone transitioned into video games when he became the president and CEO of Eidos Interactive. During his tenure, he secured several major gaming franchises, including Lara Croft: Tomb Raider and Hitman.

Tapjoy’s “The Power of Play” is just one event taking place at Advertising Week Europe, a marketing convention that highlights trends, challenges, and technologies behind our industry. The event will be located on the By The Numbers Stage at London’s Picturehouse Central on March 19, 2019 at 2:20 pm. We hope to see you there!

Looking for engaging perspectives from mobile influencers? Take a look at our recent conversation with IAB’s Susan Borst.

You could have the most engaging, innovative, and revolutionary marketing campaign at your fingertips, but in the end installs are what matter most to mobile app marketers. That’s why cost per install — CPI — is among the most important KPIs a mobile marketer can measure. When entire advertising campaigns are based around this metric, we refer to it as CPI marketing. To find out why it’s relevant to you, read on!


What does CPI stand for?

In this context, CPI stands for “cost per install”, and should not be confused with the identical acronym for “cost per impression”. While marketing campaigns can exist for both, cost per install has become the dominant approach for the mobile advertising industry.

CPI is calculated by dividing ad spend by the total number of app installs generated by the associated campaign. This provides you with a baseline cost to acquire a single user.


How do CPI marketing campaigns work?

CPI marketing campaigns use a pricing model built around install efficiency. Under this model, advertisers only pay for users that install the app after seeing an ad promoting it. Since CPI campaigns only charge advertisers for confirmed installs, marketers only pay for real users, and are able to protect their budgets.

While the benefits of CPI marketing are more straightforward than other pricing models, there are many details that determine its effectiveness. Any one of the following variables could have a massive influence on your ROI:

  • Install location by country: Individual CPIs vary wildly depending on the country they’re sourced from. The general rule of thumb is that established, wealthy economies like China or the United States demand higher rates, while emerging economies like Brazil or India have lower ones.
  • Device platform: Android and iOS apps generate contrasting CPIs as well. Many studies have found that that worldwide, Apple users are willing to spend more on IAPs than Google users, which equates to a higher average cost-per-install.
  • Advertising network: Each media source will offer a different rate for deploying advertisements. Social media platforms tend to have the highest rates for their visibility, while other networks vary cost by services offered.
  • App Category and Genre: The specific category and genre of your app can dramatically influence the overall CPI. For example, mobile games tend to have a higher CPI than other app categories, while certain gaming genres like casino games can demand above-average CPIs as well.


Getting the most from CPI marketing

CPI Marketing

Calculating your CPI is simple enough, but generating the highest ROI for your spend will require other strategies. When running a new campaign, consider the following:

  • Campaign targeting: One benefit of CPI marketing is that it’s easier to identify key audiences, even among niche users. Use marketing strategies to target your core audience, and be prepared to adjust as new audiences become interested in your app.
  • Optimize and scale your campaign: Analyze your campaign performance and target KPIs, then optimize to meet your core strengths. You’ll want to go beyond ad creative or platform considerations to optimize for country and region, and choose ad networks that reach engaged audiences.
  • Don’t forget about other metrics: CPI is immensely significant when measuring the impact of your ad spend, but it’s not the only KPI to keep in mind. Keep an eye on metrics like CPA, ROAS, and other indicators for engaged users.


The value of CPI marketing

CPI marketing became a standard mobile advertising pricing model for a reason. It can better identify and target specialized audiences, measure interest in your app, and ensure ad spend is directed towards guaranteed installs. As such, it has inherent value for mobile marketers across all app categories and shouldn’t be underestimated.

If you need help maximizing your ROI while minimizing your CPI, reach out to the marketing pros at Tapjoy today.

Want to learn more about the world of in-app advertising pricing models? Check out “In-App Advertising Cost – The Complete Marketer’s Guide”.