Mobile search firm JumpTap has launched a new mobile advertising marketplace called tapMatch, which it hopes will appeal to iPhone developers, among others.

It'll work in a similar way to Google's AdWords, with advertisers bidding to have their text-based ads appear next to certain keywords on mobile sites, search results AND within apps.

Chief marketing officer Paran Johar tells VentureBeat that tapMatch will be more targeted than its rivals, with advertisers able to choose which handsets and operators their ads are seen on.

He also claims that early customers for the service have seen three times more clickthroughs compared to rival mobile ad networks, which is quite a boast.

One thing's for sure: mobile and iPhone developers looking to monetise their apps have a plethora of choices on the advertising side, so any new entrant will need to deliver on these kinds of promises to establish itself.