Tapjoy

January 27, 2015

Steve Wadsworth, President & CEO

520+

millionMonthly Active

Global Users

9,000active apps*270K Life-to-Date Apps

2.5+

millionCompleted Daily Ad

Engagements

Tapjoy Reach

2

33

Tapjoy’s Evolution

Tapjoy’s strategy and product offering has evolved as visibility into the freemium

market opportunity has grown.

2011

APP DISTRIBUTION

Largely an app

cross-promotional

service for the

gaming community

REWARDED AD

NETWORK

Applied rewarded

model to variety of

performance

advertiser

objectives

ADTECH

PLATFORM

Constructed

comprehensive data

platform for granular

targeting and

optimization of

rewarded

monetization

APPTECH

PLATFORM

Acquired leading

analytics and

marketing

automation service

for construction of

LTV optimization

platform

2012 2013 2014

Competitive Landscape

Mobile Ad Services

Analy

tics S

erv

ices

RE

PO

RT

ING

ST

AT

IST

ICS

AC

TIO

NA

BLE

AN

ALY

TIC

S

TRADITIONAL DISPLAY FREEMIUM-OPTIMIZEDNONE

NO

NE

4

5

Tapjoy’s Mission

To be the leading value creation solution for freemium mobile app publishers.

5

6

Tapjoy Delivers Value

For Publishers: Maximize the lifetime value of everyuser in their app

For Advertisers: Deliver robust ROI through a full range of ad engagements

For Users: Increase engagement in the app

7

1. Mobile devices are the

largest, most dominant

emerging new platform

of consumer

engagement

2. Native mobile apps

dominate mobile

media delivery and

consumption

3. “Freemium” is the

dominant approach for

mobile media

companies to maximize

mobile app value

The mobile freemium app model represents a new and complex paradigm

that requires a sophisticated platform to maximize value.

3 Trends Driving a New Paradigm in Media

ANALYTICS

AND DATA

PLATFORM

USER

ACQUISITION

ENGAGEMENT

Advertising

In-App

Purchases

MONETIZATION

Integrated

LTV

Optimization

User Acquisition is only one component of the user value management lifecycle and shouldn’t be managed as a stand alone activity

9

User Acquisition Strategy

1010

Tapjoy Solutions – Focus on Quality UA

• Video to Install

1. User chooses a Lego video to watch 2. User watches video ad for the app 3. User taps to install

app

11

Tapjoy Solutions – Focus on Quality UA

• Rich Media

1. User given game

instructions & offer

2. User plays the game 3. User gets special offer,

taps to install app

12

2014 – Tapjoy’s Quality User Acquisition at Scale

~200MCPI Conversions

in 2014

~450MVideo Completions

in 2014

~13MCPE Conversions

in 2014

~4MRich Media

Conversions

13

US Average Pricing Trends - Shifting to Engagement based CPI

$.50-$2Android

$1-$5iOS

Rewarded

$1-$4Android

$3-$8iOS

Non - Rewarded

Biggest UA Growth Opportunities: Video-to-Install & Rich Media

Video To Install

50%Q3 to Q4 Growth

2014

Rich Media

38%Q3 to Q4 Growth

2014

@ 2015 Tapjoy, Inc. All Rights Reserved. Tapjoy, Inc. Confidential and Proprietary. Please do not copy or distribute without Tapjoy, Inc’s prior written consent. The data provided herein is for information purposes only and while all efforts are

made to ensure accuracy, errors may arise. Tapjoy and the Tapjoy logo are trademarks or registered trademarks of Tapjoy, Inc. All third party logos and trademarks mentioned are the property of their respective owners.

Thank You.