Opera acquires mobile advertising company AdMarvel

The Norwegian Web browser company takes aim at the mobile ad sector

Opera has acquired AdMarvel, which has developed a product suite that manages how ads are delivered to mobile phones, the Norwegian Web browser company said on Wednesday.

Opera is paying US$8 million in cash for the privately held U.S. company and up to an additional $15 million if certain financial targets are met during the next 24 months, according to a filing with the Oslo Børs.

Opera has already been using AdMarvel's product suite when testing mobile advertising on its Mini browser and was impressed with the results, according to Rolf Assev, chief strategy officer at Opera.

AdMarvel's product suite includes a number of management and analytics tools for mobile ad publishers. The Traffic Manager tool lets users control where and to what devices ads are sent, and the Traffic Analytics tool breaks down traffic by countries, devices and carriers, according to AdMarvel's web site.

AdMarvel will continue to be operated as a separate company, according to Assev. However, Opera will work to find ways to integrate AdMarvel's products with Opera Mini for operator offerings, he said.

The mobile ad sector has seen a lot of activities in recent months, with Google buying AdMob in November and Apple snatching up Quattro Wireless earlier this month.

It is a growth sector, according to Gartner. For example, 25 percent of application store revenue will come from advertising in 2013, compared to 5 percent last year, said Carolina Milanesi, research director at Gartner.

The biggest challenge will be to present ads in a way that doesn't irritate users, Assev said. It will also be important to take advantage of the user's location.

Join the newsletter!

Or
Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection

Tags advertisingoperamobile advertisingmobile marketing

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Mikael Ricknäs

IDG News Service
Show Comments

Brand Post

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Andrew Teoh

Brother MFC-L9570CDW Multifunction Printer

Touch screen visibility and operation was great and easy to navigate. Each menu and sub-menu was in an understandable order and category

Louise Coady

Brother MFC-L9570CDW Multifunction Printer

The printer was convenient, produced clear and vibrant images and was very easy to use

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Walid Mikhael

Brother QL-820NWB Professional Label Printer

It’s easy to set up, it’s compact and quiet when printing and to top if off, the print quality is excellent. This is hands down the best printer I’ve used for printing labels.

Ben Ramsden

Sharp PN-40TC1 Huddle Board

Brainstorming, innovation, problem solving, and negotiation have all become much more productive and valuable if people can easily collaborate in real time with minimal friction.

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Featured Content

Product Launch Showcase

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?