PapayaMobile – the popular mobile social gaming network with over 35 million users – announced an exciting new partnership Thursday with Tapjoy – a value exchange mobile ad network.

The new partners will work together to use the power of Papaya’s social community and Tapjoy’s in-app marketplace to create a Social Marketplace for Android app developers.

According to details provided in a press release Thursday, the Social Marketplace in question will enable players to discover new mobile games based on the popularity of those games within the Papaya social network.

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Beginning next January, Macworld – the renowned annual tech event dedicated to all things Apple – will get a facelift.

First launched in 1985, Macworld has long provided a place for Apple to introduce new technologies, products and services. But in 2009, the Cupertino, California-based tech giant officially withdrew from participation in the yearly event.

Not withstanding the palpable loss resulting from Apple’s disengagement, the expo has moved ahead and largely continues to be successful.

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Change is coming to Google’s mobile ad services. According to the Internet search giant, recently undertaken efforts to streamline the comany’s mobile advertising efforts will result in some palpable changes in the immediate future.

Chief among the revisions will be Google’s transition of all mobile website publishers to its AdSense service platform. Consequently, access to the AdMob network will be limited to application developers.

“Earlier this year,” writes Clay Bavor, Product Management Director of Mobile Ads for Google, “all AdSense for Mobile Applications beta participants switched to AdMob, which is now our primary, specialized solution for app developers.”

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Mobile analytics powerhouse Flurry has launched version 3.0 of its platform, adding several high-level feature updates along with audience segmentation and demographic estimation.

With the added feature-set, developers can easily segment their audiences and target their most valuable segments with the right products and services.  Developers can segment audiences based on location, age, gender, app category interests and usage, giving them visibility into how different groups use their applications and respond to different programs.

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GetJar, an independent cross-platform app store, has announced that its surpassed 2B total app downloads, with more than 100 million of which being Facebook installs.

In total, GetJar now offers roughly 150,000 apps that work across Android, BlackBerry, Java and Symbian platforms, with support for over 2,500 total devices spanning both smartphones and feature phones – the latter of which supporting most of its growth.  In addition, GetJar has gained close to 350,000 developer registrations.  The service places heavy emphasis on social integration and sharing, and announced that it has more than one million Facebook Connect users.  User interest and downloads continue to be highest among games, social & messaging, entertainment, and productivity applications, according to the company.

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Fiksu, a Boston-based startup that offers the industry’s first mobile app user acquisition platform, today debuted two new “Fiksu Indexes“ created to help mobile app marketers benchmark their performance against industry averages.

The Fiksu Indexes examine two distinct aspects of mobile app marketing which fluctuate from month to month — the first being competition for rank in the app stores and the second being the cost to acquire loyal users.  The goal of the indexes is to allow mobile app brands to leverage the data and insight to gauge how their app’s marketing performance stacks up against the industry at large and to understand how dynamics – such as iOS upgrades, sales of mobile devices, advertiser demand and ad network/publisher inventory – impact business goals.

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Newly launched Moolah Media, a Cost-Per-Action (CPA) and Cost-Per-Lead (CPL) mobile advertising provider that just launched in December of last year, has debuted a new set of ad units that promise to identify and monetize mobile users in a brand new way.  In addition, the startup has created a $3M developer fund to help publishers achieve additional payouts using the platform.

The new ad units being launched today help solve a problem that many mobile publishers and app developers face, which is the fact that the more engaging the app or mobile Website is, the worse performing the mobile ads are going to be.  You want users to engage with the content of your app/site, but you need them to engage with ads as well to make sure you generate sufficient revenue.  As a user, if you’re engaged with an app, why would you want to leave it to click an advertisement?  This is the paradox of mobile advertising and a problem Moolah is aiming to solve with its new ad solutions.

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