Even before the firm's latest rebranding exercise, you'd be forgiven for losing track of part Canadian, part Indonesian outfit Tapgage's place in the market.

Originally dubbed Bizmey, the company started life as a virtual currency monetisation provider before announcing mid way through 2011 its business was to change direction to focus on delivering a "database of mobile apps for distribution".

Six months later, the desire to aid apps hasn't changed, though aiding user acquisition and monetisation is now the firm's signature.

What's in a name

"With the app market being oversaturated with apps, the problem is clear - developers have a difficult time targeting their apps to consumers," said co-founder and business development veep Salman Habib.

"Tapgage sets out to solve this problem with its cross-promotional click exchange. The reason for the name change is to give our clients a better idea of what we're doing."

Said click exchange is already being employed by 25 different developers, with studios plugging their apps into the network and picking up users through referals.

Currently limited to iOS, Tapgage claims it works with developers to integrate the network into apps on a case by case basis. More details can be found on the platform's website.

[source: Tapgage]