A new article reports that Opera software is pushing further into mobile advertising by “acquiring a pair of mobile ad networks: U.S.-based Mobile Theory and 4th Screen Advertising in the U.K. for $10 million total. The deals follow two years after Opera, best known for its Web browsers, bought mobile ad network AdMarvel. While AdMarvel caters mainly to publishers and developers, Opera CEO Lars Boilesen said the acquisitions of two mobile demand-side platforms would be complementary. ‘Opera is uniquely positioned to deliver end-to-end mobile advertising solutions to brands, agencies, publishers and mobile operators across the globe,’ he stated.
The article notes, “The company last summer teamed with contextual advertising firm NetSeer to launch a new ad unit using semantic technology for targeting. Last October, it introduced its “Overpass” ad unit that run on standard Web pages in a mobile browser. The format is geared to sites that don’t yet have a mobile-optimized presence. Opera is among several Europe-based software and mobile companies that have focused on expanding in North America in the last two years. Others include mobile ad network inMobi and mobile marketing firm Velti. Gartner has projected mobile ad revenue in the region will increase to $5.79 billion in 2015 from about $702 million in 2011.”
Image: Courtesy Opera Software
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