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SOFTWARE INDUSTRY NEWS |
Opera acquires AdMarvel |
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Opera Software has announced its acquisition of AdMarvel, Inc., a mobile advertising enabler that allows mobile publishers and operators to source, provision, manage and track advertising from almost any ad network or direct sourced advertising inventory. Opera said the acquisition will enable it to expand its portfolio of products and services to include highly scalable ad monetization services for Opera-branded mobile products and services offered by mobile operators and content partners. Founded in 2006 by a group of mobile veterans, AdMarvel is based in San Mateo, California. It works with numerous constituents of the advertising ecosystem to improve the performance of mobile advertising. Being a third party enabler for mobile advertising, the company works with mobile publishers, developers, carriers, ad networks, agencies and advertisers to optimize advertising inventory and revenue. AdMarvel services work across mobile web, WAP, SMS and in-application modalities. Lars Boilesen, Chief Executive Officer, Opera Software, said mobile advertising represents an interesting long-term revenue opportunity, with almost 50 million people accessing the web using his company's Opera browser on their mobile phones each month. He said together with AdMarvel, Opera would play an important role in “the evolution of mobile advertising.” AdMarvel founder and CEO Mahi de Silva said that combining his company's monetization and analytics platform with the Opera browser and widget platform “will create a new intelligent platform, where local and global advertisers can interact with a highly instrumented mobile audience.” |
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