Feature Article

March 19, 2014

Opera Mediaworks Unifies Services Under One Platform

Opera Mediaworks, a wholly owned subsidiary of Opera Software, has introduced a new, unified end-to-end platform designed to service the entire advertising value chain. In particular, the platform covers advertisers, agencies, ad networks, DSPs, rich-media and video providers, SSPs and publishers. This signals a huge shift in how Opera Mediaworks operates as this new single platform aligns the company’s various operating units, including AdMarvel, Mobile Theory, 4th Screen Advertising, Ltd., Opera Response, Handster and Hunt Mobile Ads.

As a result, Opera Mediaworks is now able to deliver more efficiency and better results for its customers.

“We are leading the curve, in a rapidly consolidating mobile advertising industry,” said Mahi de Silva, CEO of Opera Mediaworks, in a statement. “Our core growth has come from delivering technology innovation to remove friction in a highly-fragmented global mobile marketplace. Over the last year, we’ve been laser-focused on integrating our companies and offerings into a single platform to deliver a one-stop shop for our customers. We are also building new partnerships across the digital landscape to help us deliver even more value to our customers.”

Indeed, Opera Mediaworks’ maneuvers over the last year or so have seemingly signaled this change in its operation — or at least some change. That’s because the company has been expanding in terms of what it offers — last year’s move toward the television with AdMarvel for Connected TVs being a good example — and where it operates; see its expansion into Latin America earlier this year.

Going forward, Opera Mediaworks will combine the technologies and talents of several organizations to provide five core service offerings.

First, there’s its mobile ad server and mediation delivered via AdMarvel. Next is the largest brand-focused mobile ad network in the world supported by teams in the U.S., Europe, Latin America, Asia and Africa. This is backed up by a comprehensive mobile and affiliate network for performance and direct-response advertising. Then, there’s the Mobile Advertising Exchange (OMAX 2.0), a real-time-bidding platform. Finally, there’s the Opera Mediaworks Cooperative Data Management Platform, the industry’s first cooperative DMP solution.

Edited by Stefania Viscusi

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