Opera acquires AdMarvel

Opera Software has announced that it has acquired AdMarvel, Inc. The acquisition will enable Opera to expand its portfolio of products and services to include highly scalable ad monetisation services for Opera branded mobile products and services offered by mobile operators and content partners.

AdMarvel, based in San Mateo, California, US, works with a broad set of constituents in the advertising ecosystem to improve the performance of mobile advertising. The company was founded in 2006 by a team of mobile veterans led by Mahi de Silva and has a broad customer base across the globe.

AdMarvel strives to make mobile advertising an open ecosystem through better transparency of performance and simpler management of ad traffic to optimise revenue. Its suite of services is designed to put publishers, developers and mobile operators in control of performance and enables ad networks, agencies and brands to deliver better results.

“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,” said Lars Boilesen, CEO, Opera Software.

Added Mahi de Silva, CEO, AdMarvel: “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.”