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.


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
Top 10 Data and Analytics Trends for 2021
Jessica Davis, Senior Editor, Enterprise Apps,  11/13/2020
Where Cloud Spending Might Grow in 2021 and Post-Pandemic
Joao-Pierre S. Ruth, Senior Writer,  11/19/2020
The Ever-Expanding List of C-Level Technology Positions
Cynthia Harvey, Freelance Journalist, InformationWeek,  11/10/2020
White Papers
Register for InformationWeek Newsletters
The State of Cloud Computing - Fall 2020
The State of Cloud Computing - Fall 2020
Download this report to compare how cloud usage and spending patterns have changed in 2020, and how respondents think they'll evolve over the next two years.
Current Issue
Why Chatbots Are So Popular Right Now
In this IT Trend Report, you will learn more about why chatbots are gaining traction within businesses, particularly while a pandemic is impacting the world.
Flash Poll