Home  › Media › Mobile

Opera Buys Two Mobile Ad Nets in Shift to Demand-Side Ads

  |  February 17, 2012   |  Comments

Firm once known strictly for browsers continues expansion into mobile and ads.

Yesterday, Opera Software said it had acquired Mobile Theory and 4th Screen Advertising, two demand-side advertising platforms, rounding out its offerings for mobile publishers and advertisers.

The acquisitions will let Opera expand its offering to advertisers and mobile publishers via the mobile web and applications, with advertising solutions for platforms including iOS, Android, Blackberry, Java and Symbian, while better monetizing the traffic flowing through the Opera Mini and Opera Mobile browsers. The company says it serves more than 160 million monthly active users and generates more than 100 billion page views as of December 2011.

"We have been more focused on supply side, this enables us to provide a complete solution for a publisher. Before the acquisition, we had over 7,000 sites and applications powered by our ad platform. These acquisitions enable us to bring demand-side advertising to those publishers," says Mahi de Silva, executive vice president, consumer mobile for Opera Software.

De Silva notes that while Opera's heritage is a provider of browser software, it's now a horizontal company providing many services associated with the mobile internet, including advertising.

Founded in 1994 as an alternative to the dominant Netscape web browser, Opera moved into mobile in 2001 as part of the Symbian Alliance, providing the operating system for an Asian PDA in 2002.

Opera began selling ads to support its web browser in 2002, using Advertising.com's ACE Serve technology as its primary ad serving and management platform to schedule and serve banner ads to users of its free desktop browser.

In 2005, it removed the advertising banners and eliminated the licensing fee after inking compensation deals for sending traffic to search providers including Google.

Continuing its evolution as an advertising platform, in 2010, Opera bought AdMarvel, providing the browser maker with monetization and analytics capabilities for the supply side, as well as its Open Mobile Ad Exchange.

The Wall Street Journal, News Corp, Pandora, Shazam and Zynga are among the high-profile publishers using Opera's advertising services. Opera takes either a revenue share or a transaction fee for enabling ad sales.

The acquisitions also increase Opera's global footprint. Mobile Theory is based in San Francisco, with offices in New York City, Chicago, Los Angeles and Seattle, while 4th Screen Advertising is based in London to serve European markets.

Tags:

ClickZ Live New York Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ABOUT THE AUTHOR

Susan Kuchinskas

Susan Kuchinskas has covered interactive advertising since its invention. The former staff writer for Adweek, Business 2.0, and M-Business covers technology, business and culture from Berkeley, CA.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

A Buyer's Guide to Affiliate Management Software

A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

WEBINARS

Jobs

    • Product Manager - Contract position
      Product Manager - Contract position (Wiley Publishing) - HobokenThis position can be located in either Hoboken, NJ or Indianapolis, IN. We are...
    • Manager of Online Advertising
      Manager of Online Advertising (Connections Education) - ColumbiaCompany Summary: Connections Education is a leading provider of high-quality, highly...
    • SEO Manager
      SEO Manager (Ziff Davis) - New YorkAre you an experienced digital marketer with enterprise level SEO experience that wakes up in the morning thinking...