Continuing its push to redefine itself as a global, cross-platform publishing platform (prior to IPO or trade sale?), Tapjoy has released the first figures about its new consumer-focused business.

Designed to provided an incentivised platform for Android and iOS (on which Apple attempted to ban it), the US company has announced its Mobile Advertising Platform - which includes its recently launched Mobile Value Exchange - has 70 million monthly active users.

International freeloaders united

The marketplace works as users let it see what games they're playing.

It then offers them deals to watch videos, download apps and sign up for deals etc. to earn virtual currency in the free-to-play games they have installed on their iOS and Android devices.

"The freemium market for mobile app developers has reached a very exciting point of scale," said Mihir Shah, Tapjoy's president and CEO.

"Our industry has experienced the global adoption of this model with a broad and engaged set of users. Now is the time to provide our users with relevant and targeted advertisers who work for specific affinity groups. It's still early, but we see significant headroom when it comes to encouraging users to self-select those advertisers that appeal to them."

Works both ways

Tapjoy says its users come from almost 200 countries, while on the backend its self-serve, bidded auction marketplace enables advertisers and publishers to set their own price for performance-based mobile advertising and user acquisition.

It claims advertisers can begin running ad campaigns with a $0.10 minimum bid per action without a minimum spend, managing and optimising their bids in real-time.

You can check out the business end of Tapjoy's offering here.