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Mobile commerce

JumpTap Lures Developers From Apple, Google

Independent ad network JumpTap Inc. wants developers and publishers to know there’s more to mobile advertising than Apple Inc. (Nasdaq: AAPL) and Google (Nasdaq: GOOG), and it’s offering $4 million to prove it.

The company is launching a Passport to Freedom Program today that will give any new customer access to a $4 million fund to advertise with JumpTap. Once their ad is up and running, they can keep 100 percent of their revenues earned throughout the rest of 2010 or until the fund is depleted. If the advertiser opts to reinvest their earnings into the fund, JumpTap will double the amount available, equaling a 200 percent profit.

The amount of press on Apple and Google's ownership of the app developer community is "ridiculous," and developers are getting caught in the middle, says Paran Johar, JumpTap's CMO.

JumpTap launched the program to help those developers and publishers who are "at risk of losing revenue as a result of being caught in the crossfire between Apple and Google." To work with JumpTap, they only need to sign up for an account and download the software development kit.

"It provides them a safe passage through the battle between Apple and Google and allows them a low-risk way to maintain their revenue stream," Johar says. "It increases their revenues because they get 100 percent back and reduces cost because they only have to work with one ad network.”

How far the $4 million will go depends on how many developers sign up for the program and how many reinvest the money, Johar adds.

With JumpTap's ad network, publishers can choose from banner ads; search, display, and video ads; or some combination therein. JumpTap works across mobile phones, including Android, iPhone, BlackBerry, and others, so it thinks its cross-platform nature can make a dent in Apple and Google's business, the real underlying driver for its new program. (See Ads Follow Mobile Video Explosion .)

But it won't be an easy fight. Google owns ad network AdMob Inc. , as well as hosting its own mobile ad software, AdSense, and Apple acquired Quattro Wireless and launched iAd to target the space. Then there is the rest of the industry, including other networks, like Millennial Media and Greystripe Inc. , that maintain their independence.

Some of the giants' moves -- like Apple blocking ad networks tied to a company, such as AdMob, from its OS and changing its privacy settings around location -- are good for JumpTap, and others. But the growing prominence of Apple's in-app ad network, iAd, and Google's inevitable response to it, have them worried. (See Marketers Slam Apple's Privacy Invasion and Apple, Apps, Ads, Antitrust & Adobe.) Johar's message to advertisers is that it's not the handset or the operating system that matters. Rather, it is reach, and independent ad networks can reach more than just Apple or Google. Apple is also by no means the cheapest to do business with, a point that JumpTap is highlighting with Passport to Freedom.

— Sarah Reedy, Senior Reporter, Light Reading Mobile

sarahthomas1011 12/5/2012 | 4:30:11 PM
re: JumpTap Lures Developers From Apple, Google

Everyone is trying to take down Google or Apple or at least prove that their dominance begs for more competitors. Ad network InMobi raised $8 million to expand into the US today. (It is MobileBeat 2010 this week, so expect more mobile ad news too.)

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