Opera Software announced its acquisition of Mobile Theory and 4th Screen Advertising to boost its offerings to advertisers and mobile publishers.
Opera Software announced that it has acquired
two mobile advertising networks,
Mobile
Theory and
4th Screen
Advertising, to expand its offerings to advertisers and mobile publishers
that engage consumers via the mobile Web and applications, across all mobile
platforms.
In its Feb. 16 announcement,
Opera said these acquisitions will enable the company to more effectively
monetize the traffic that flows through Opera Mini and Opera Mobile
browsers. Opera offers advertising solutions for mass-market feature phone
and smartphone platforms, including iOS, Android, BlackBerry, Java and Symbian.
And Operas mobile browsers serve more than 160 million monthly active users
that generate more than 100 billion page views, and consume more than 16
petabytes of mobile data services a month, as of December 2011.
This is yet another
important step in Operas quest to create even more economic value in the
mobile ecosystem, said Lars Boilesen, CEO of Opera, in a statement. Two years
ago, we announced the acquisition of AdMarvelwhich has grown to become the
global leader as a supply-side platform (publisher platform) for mobile
advertising. Last year, Opera helped generate well over $200 million in revenue
for our publishers globally. Today, we are announcing the acquisition of two
great demand-side platforms for mobile advertising. With these assets, and
our very popular mobile browsers, Opera is uniquely positioned to deliver
end-to-end mobile advertising solutions to brands, agencies, publishers and
mobile operators across the globe. We are delighted to welcome the Mobile
Theory and 4
th Screen team to the Opera family.
Opera officials said Mobile
Theory is a premium mobile advertising network focused on the U.S. mobile
advertising market, based in San Francisco, with offices in New York City,
Chicago, Los Angeles and Seattle. Opera also said 4
th Screen
Advertising is a premium mobile advertising network focused on serving the
European mobile advertising markets, based in London.
Through an exclusive network
of premium-quality mobile sites and apps, Mobile Theory enables the world's top
agencies and brands, such as Microsoft, Chevrolet, AstraZeneca, Coca-Cola and
Capital One, to deliver rich media advertising campaigns that engage and
immerse the mobile consumer, Opera said in a press release. Reaching more than
60 million mobile users on over 300 mobile sites and apps, Mobile Theory serves
up 2 billion impressions per month.
Meanwhile, 4th Screen
Advertising offers brands and advertisers engagement- and rich media-based
mobile campaigns. Publisher clients include
The
Guardian, MTV, Global Radio, Shazam and IMDb.
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