Opera Buys AdMarvel in Latest Mobile Acquisition
The mobile ad network acquisition spree continued apace today.
The mobile ad network acquisition spree continued apace today.
The mobile ad network acquisitions continued apace today as Opera Software announced it was buying AdMarvel.
Opera, which is based in Oslo, Norway, is in a race with Apple’s Safari to be the world’s dominant mobile browser. (Safari comes pre-loaded on the iPhone.) Acquiring San Mateo, CA-based mobile ad network AdMarvel — a company Opera has long worked with — allows it to shore up relationships with advertisers and expand its services.
Under the deal’s terms, Opera paid $8 million upfront, and agreed to a potential $15 million earn-out if certain aggressive financial targets are met within the next two years.
“Every month, nearly 50 million people access the Web using Opera on their mobile phones,” said Opera CEO Lars Boilesen, in a written statement, “and together with AdMarvel, we think we can play an important role in the evolution of mobile advertising.”
The deal comes on the heels of several other notable acquisitions in the mobile space. Earlier this month, Apple signed an agreement to acquire mobile ad firm Quattro Wireless. That move came just two months after Google agreed to buy AdMob. Last week, Amobee Media Systems, an ad network based in Redwood City, CA, purchased Ring Ring Media, a London-based mobile ad agency.
“Combining our 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,” said Mahi de Silva, CEO of AdMarvel.
Update: An earlier version of the story did not include terms of the deal.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceMarketers today need to thoughtfully select visuals that align with their content, boost SEO performance and drive ROI Read More...
View articleHow the sunglasses giant created subconscious brand recall value with music festival-goers through the power of strategic partnerships and experientia...
View articleIn life, as much as on LinkedIn (or Facebook, Twitter, etc.) people and brands who blabber on about themselves become annoying and best avoided, soone...
View articleBuilding trust in your brand is hard enough. Now take a situation where your audience is so cynical of your product offering some of them even call fo...
View articleThere is room for better lead capturing as ABM evolves in a cookieless world Read More...
View articleTop-of-mind action points that will be valuable to challenger brand marketing for the rest of 2021 and 2022 Read More...
View articleOmnichannel marketing presents an opportunity to marketers but requires better use of data Read More...
View articleThe dark horse your business needs to outperform competition and win at search Read More...
View article