Mobile advertising company Tapjoy moved its Mobile Value Exchange out of beta, meaning all advertisers can now access the in-app advertising service.

The Mobile Value Exchange connects advertisers with smartphone and tablet users and helps them control their costs and volume deliveries through open market bids on a range of cost-per-action ads. Tapjoy has already noted an increase in ad completions per day since opening the platform.

Tapjoy expects the Mobile Value Exchange to increase mobile advertising volume and help fill the inventory provided by its in-app mobile ad network, which covers iOS and Android and has 70 million monthly active users. The network also includes the HTML5-based Personal App Marketplace.

 “It's still early, but we see significant headroom in encouraging users to self-select those advertisers that appeal to them,” said Tapjoy president and CEO Mihir Shah.