Mobile ad-tech firm Tapjoy and Experian Marketing Services have formed a strategic partnership to bring together Tapjoys mobile ad platform with Experians cross-channel audience data set, hoping to unlock the power of audience-based targeting for mobile advertising.

Tapjoy is one of the largest rewarded mobile ad platforms, with 450m monthly active users. With the partnership in place, it will have access to Experians ConsumerView database, which covers 98 per cent of the US population, with 299m people and 116m households, giving it access to a wide combination of demographic, behavioural and life stage information as well as category and brand preference insights.

“Through this strategic partnership with Experian Marketing Services, Tapjoy will be able to unlock the power of audience-based targeting for in-app mobile advertising at scale,” said Steve Wadsworth, CEO of Tapjoy. “We are thrilled to partner with Experian to give mobile advertisers rich and precise targeting capabilities, allowing them to make smarter decisions about how to acquire, engage and grow more profitable customer relationships.”

“The partnership delivers both on industry and consumer needs, providing intelligent interactions when, were and how they matter most to the consumer,” said Rick Erwin, president of targeting and consumer insights at Experian. “As Experian Marketing Services continues to develop and invest in a strategic partner network that offers our clients end-to-end, omnichannel digital advertising services, Tapjoys consistent, proven track record of innovation in mobile and advertising technology make them an ideal partner.”