Opera Software, a Norwegian software company, has merged its mobile advertising businesses into a new subsidiary called Opera Mediaworks to form the world’s largest mobile ad platform.
Opera Mediaworks consists of a number of services under advertising and publishing that the Norwegian company has acquired over the recent months. The company has also launched a real time targeting service for mobile ads.
Among the companies the browser-maker has bought in recent months are AdMarvel, 4th Screen Advertising and Mobile Theory, all of which cost over US$100 million.
The new company will count 20 of the top 25 global media companies and 70 of the top 100 Advertising Age advertisers. This is on top of the over 50 billion ad impressions per month that Opera has across its network of over 12,000 sites and applications.
Just last year, Opera saw its ad platform revenues increase from US$240 million to US$400 million.
Opera Mediaworks is thus a consolidation of AdMarvel, Mobile Theory and 4th Screen Advertising, the Opera Mobile Store and Opera Payment Exchange, with Opera Mediaworks’ performance providing real time targeting and reporting on mobile campaigns.
In 2012, the company developed the state of mobile advertising report to provide quarterly insight and analysis from its advertising business.
