Opera Software has acquired AdMarvel in a move it said would enable it to expand its portfolio of products and services.
Opera added this would include highly scalable ad monetization services for Opera-branded mobile products and services offered by mobile operators and content partners.
US-based AdMarvel aims to make mobile advertising work by enabling mobile publishers and operators to easily source, provision, manage and track advertising from virtually any ad network or direct sourced advertising inventory. It 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.
Opera Software CEO Lars Boilesen (pictured) said: “In our fast-growing industry, mobile advertising represents an interesting long-term revenue opportunity. Every month, nearly 50 million people access the web using Opera on their mobile phones and together with AdMarvel, we think we can play an important role in the evolution of mobile advertising.”
AdMarvel CEO Mahi de Silva said: “We are very excited about joining forces with Opera. What started as a commercial relationship has blossomed into a wonderful partnership to serve the global mobile marketplace. 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.”