Opera Acquiring AdMarvel - InformationWeek

InformationWeek is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them.Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

IoT
IoT
Mobile

Opera Acquiring AdMarvel

The browser builder joins the ranks of tech companies, including Apple and Google, buying mobile ad firms.

Looking to boost its offerings for advertisers on mobile devices, Opera on Wednesday announced the acquisition of AdMarvel. Financial terms were not disclosed.

AdMarvel, based in San Mateo, Calif., and founded in 2006, helps publishers and operators track advertising distributed over a mobile network. Opera, based in Norway, claims nearly 50 million people worldwide use its namesake browser on mobile phones every month.

In purchasing AdMarvel, Opera is hoping to tap the "long-term revenue opportunity" of mobile advertising, as consumers increasingly embrace smartphones and other portable computing devices. "With AdMarvel, we think we can play an important role in the evolution of mobile advertising," Lars Boilesen, chief executive of Opera, said in a statement.

The number of tech companies buying mobile ad firms is growing in preparation for intense competition for ad dollars as the number of people using Internet-enabled mobile devices grows. Google announced plans in November to buy AdMob for $750 million, and Apple followed in January with the purchase of Quattro Wireless for $275 million.

The Opera-AdMarvel deal, which is believed to be a fraction of the Google and Apple transactions, stems from a commercial relationship the companies have had for a while. "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," Mahi de Silva, chief executive of AdMarvel, said.

In November, Opera released a beta version of its Opera Mobile 10 browser for Microsoft's mobile platform. The mobile browser is built with the Opera Turbo technology, which can compress Web traffic by up to 80% while still offering support for Web technologies like Ajax and Flash.

We welcome your comments on this topic on our social media channels, or [contact us directly] with questions about the site.
Comment  | 
Print  | 
More Insights
News
COVID-19: Using Data to Map Infections, Hospital Beds, and More
Jessica Davis, Senior Editor, Enterprise Apps,  3/25/2020
Commentary
Enterprise Guide to Robotic Process Automation
Cathleen Gagne, Managing Editor, InformationWeek,  3/23/2020
Slideshows
How Startup Innovation Can Help Enterprises Face COVID-19
Joao-Pierre S. Ruth, Senior Writer,  3/24/2020
White Papers
Register for InformationWeek Newsletters
State of the Cloud
State of the Cloud
Cloud has drastically changed how IT organizations consume and deploy services in the digital age. This research report will delve into public, private and hybrid cloud adoption trends, with a special focus on infrastructure as a service and its role in the enterprise. Find out the challenges organizations are experiencing, and the technologies and strategies they are using to manage and mitigate those challenges today.
Video
Current Issue
IT Careers: Tech Drives Constant Change
Advances in information technology and management concepts mean that IT professionals must update their skill sets, even their career goals on an almost yearly basis. In this IT Trend Report, experts share advice on how IT pros can keep up with this every-changing job market. Read it today!
Slideshows
Flash Poll