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PapayaMobile and Tapjoy launch new Android marketplace

The Social Marketplace will use targeted advertising and friend recommendations

Tapjoy and PapayaMobile have joined forces to create a new Social Marketplace for Android.

"Tapjoy is the industry leader when it comes to ad networks that deliver proven, effective distribution and monetization," said PapayaMobile CEO Si Shen.

"By teaming with Tapjoy for a Social Marketplace, we'll be able to offer game developers the very best advertising solution."

The Social Marketplace will offer friend recommendations and targeted advertising to mobile developers, who will need to use Papaya's Social SDK and Tapjoy's Publisher SDK in their game's development.

"Our entire business is built around delivering as much value to consumers as possible, and clearly there's considerable value in helping them discover new games based on what their friends are playing," said Mihir Shah, CEO and president of Tapjoy.

"PapayaMobile's social network has the scale and reach, particularly across the U.S. and China, to help make our ads further targeted and more engaging for users."

The service will be available before the end of 2011.

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Rachel Weber

Senior Editor

Rachel Weber has been with GamesIndustry since 2011 and specialises in news-writing and investigative journalism. She has more than five years of consumer experience, having previously worked for Future Publishing in the UK.