ADOTAS – In attempt to enforce some kind of app purity system back in April, Apple decided to ban pay-per-install incentives from its app ecosystem after a bunch of apps that had rocketed up the App Store rankings. This took a huge chunk out of mobile ad network Tapjoy’s business, so it’s not surprising to see the company rebranding itself as an app discovery network with incentivized downloads and other value exchange opportunities.
Although a Tapjoy spokesperson said this plan had been in the works before the Apple smackdown, it’s hard not to see Tapjoy’s beta version of its Personal App Marketplace and reformatting of its website to a consumer-facing entity as a response to its banishment.
After garnering app information from users signing up through the mobile website, Tapjoy recommends other apps based on likes and dislikes, apps currently being used, apps used by friends and other factors. In addition, the site informs users of value exchange opportunities for virtual currency, including incentivized downloads and video interaction deals.
It sounds a bit like mobile app depot GetJar — particularly the social integration that allows users to hook up with friends — with more marketing opportunities for both developers and advertisers.
The current-day version of Tapjoy emerged after offer marketer OfferPal acquired the company and its name following a media scandal about deceitful offer-marketing schemes linked for virtual goods on social gaming sites.