# Tapjoy

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/tapjoy

- Industry: Marketing/Advertising
- Headquarters: San Francisco, US
- Website: www.tapjoy.com
- Total disclosed funding: $80M
- Latest round: Series E (Jan 31, 2016)
- Investors on record: 6

## About

Based in the US, Tapjoy, Inc. specializes in mobile advertising solutions, focusing on connecting advertisers with mobile game developers and publishers through innovative monetization strategies and engaging user experiences.Founded in 2007 and headquartered in San Francisco, US, Tapjoy, Inc. operates in the mobile advertising space, primarily facilitating connections between advertisers and developers. In October 2021, the company was the target of an acquisition by ironSource Ltd. for approximately USD 400 mn in cash, marking a pivotal point in its business strategy. This acquisition completed in January 2022 enhances ironSource's platform offerings and SDK reach for mobile applications and games. Tapjoy has raised a total of USD 15.00 mn across 8 deals, with the most recent deal occurring on October 14, 2021, led by ironSource Ltd.The Tapjoy Offerwall is a robust in-app rewarded marketplace designed to connect advertisers with mobile game developers and publishers. Its primary function enables highly engaged users to interact with opt-in ads that facilitate a valuable exchange while they play, enhancing their gaming experience. By integrating the Tapjoy Offerwall, developers can monetize their applications more effectively through a unique performance-based payment model, where fees are incurred only when users complete offers. This approach helps in optimizing in-app purchase strategies by providing users a taste of premium content, fostering long-term user engagement and loyalty. The company serves a diverse client base of game developers and publishers across North America, Europe, and Asia, effectively addressing their monetization and user acquisition needs.The revenue model for the Tapjoy Offerwall is based on a cost-per-action (CPA) structure, where advertisers pay only when a user successfully completes an offer. This model allows companies to avoid unnecessary ad spend and focus on acquiring high-value users. In a typical transaction, a game developer integrates the Tapjoy Offerwall into their application, enabling users to engage with advertisements in exchange for in-game rewards. The company also offers features such as currency sales and daily rewards, enhancing revenue opportunities. The structure indicates a partnership-driven approach, where revenues are generated through transactions between advertisers and developers, optimizing financial dynamics for both parties involved.Looking ahead, Tapjoy plans to leverage recent funding to enhance its product offerings and expand its market presence. The acquisition by ironSource Ltd. is expected to bolster the combined platform's capabilities for mobile app and game developers. With a focus on increasing its SDK footprint, Tapjoy aims to penetrate new geographic markets, particularly targeting regions in Europe and Asia by 2023. The funding from the acquisition will support the development of new products, ensuring continued innovation and responsiveness to market demands.

## Funding rounds

- Series E, Jan 31, 2016, $15M — RHO
- Series D, Jun 30, 2011, $30M — InterWest Partners, RHO, North Bridge Venture Partners, D. E. Shaw & Co, JP Morgan Asset Management
- Series C, Jan 4, 2011, $15M — InterWest Partners, RHO, North Bridge Venture Partners, D. E. Shaw & Co
- Seed, Apr 15, 2009, $0.6M — Tugboat Ventures
- Series B, Feb 3, 2009, $15M — InterWest Partners, North Bridge Venture Partners, D. E. Shaw & Co
- Series A, Jun 26, 2007, $4.6M — InterWest Partners, North Bridge Venture Partners

## Investors

- InterWest Partners (https://capitalatlas.ai/funds/interwest-partners) — Series A, Series B, Series C, Series D
- North Bridge Venture Partners (https://capitalatlas.ai/funds/north-bridge-venture-partners) — Series A, Series B, Series C, Series D
- D. E. Shaw & Co (https://capitalatlas.ai/funds/d-e-shaw-co) — Series B, Series C, Series D
- Tugboat Ventures (https://capitalatlas.ai/funds/tugboat-ventures) — Seed
- RHO (https://capitalatlas.ai/funds/rho) — Series C, Series D, Series E
- JP Morgan Asset Management (https://capitalatlas.ai/funds/jp-morgan-asset-management) — Series D