US mobile monetisation outfit Tapjoy recently partnered with IronSource to provide more ad inventory and now it's adding some new features so developers can better optimise their revenues.  

First up is better ad behavioral targeting.

This enables developers to target their ads to specific sets of users based on their previous behaviors.

In this way, you can treat players who have interacted with ads differently to those who have viewed but not interacted, or never even seen an ad.

This granularity is important in cases where you're doing some cool store sales and what to highlight them to people who have bought IAP before but haven't interacted with ads (perhaps for that reason).

The other neat feature is a new image A/B testing tool.

Using this, developers can test variables such as text, colors and calls to action in their in-game ads to see what drives the best performance without any additional coding.

You can find out more about the features at the Tapjoy blog.