Opera Forays Into Mobile Advertising

Opera has now entered into the mobile advertising arena by launching ‘Open Mobile Ad Exchange’ service that offers cloud-based advertising on feature phones and smartphones. Now open for business, the Open Mobile Ad Exchange makes around 66.5 million Opera Mini users available to advertisers, publishers, and wireless operators. According to the company, “With this launch, Opera opens the world of feature phones, where Opera Mini is the dominant browser, to mobile advertising.” With Opera’s Open Mobile Ad Exchange publishers can maximize their revenue from apps and content by using easily-embedded JavaScript in their webpages; advertisers gain detailed visibility and control over advertising monetization via near-real-time reporting and analytics; and campaign management, frequency control and targeting results in optimal return on investment for mobile campaigns. The ads appear not in the browser interface, but as regular website advertising. Publishers are free to decide how, when and where advertising will appear in their content. “We have spent the last ten years building a mobile browser that delivers a great user experience,” said Lars Boilesen, CEO, Opera Software. “Today marks a new chapter in our company, helping publishers, developers and mobile operators drive their mobile revenues by reaching out to and engaging a savvy global audience. Whether you want to monetize a free site or application or raise the visibility of your existing content, the Open Mobile Ad Exchange gives you a single point of access and control.”

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