Opera Mediaworks Launches AdMarvel for Ad Networks

Feb 24, 2014, 09:00 ET from Opera Mediaworks

SAN MATEO, Calif. and BARCELONA, Spain, Feb. 24, 2014 /PRNewswire/ -- Opera Mediaworks, the world's largest mobile ad platform, today announced the launch of its latest mobile ad-serving and monetization product, AdMarvel for Ad Networks. Built exclusively for mobile phone, tablet and connected TV, AdMarvel for Ad Networks provides the sales, technology and back-office services necessary for online and mobile advertising companies to build and scale their own ad networks.

The driving force behind AdMarvel for Ad Networks is that major media companies and publisher groups around the world have large ad sales teams, limited mobile-optimized ad inventory and strong advertiser relationships -- all of which could be much better managed and monetized. By aligning sales forces with advertiser and publisher relationships, Opera Mediaworks has already created much value for all parties in the ecosystem.

The Opera Mediaworks' mobile ad platform directly manages 65 billion ad impressions a month among 14,000 apps and sites, and it reaches 500 million consumers monthly.

"There's been a significant uptick in media companies and networks, both online and mobile, looking for a proven scalable technology platform. They need to effectively monetize and support direct sales efforts not only across their owned and operated inventory, but also through our network of 14,000 publishers and supply-side aggregators," says Mark Fruehan, President, Publisher Services, Opera Mediaworks.

Among the specific benefits for publishers:

  • The console enables networks to book and deliver directly-sourced campaigns effectively across its owned and operated properties and also extend its reach onto Opera Mediaworks' premium mobile network.
  • Provides backfill ad inventory from multiple demand sources from premium mobile ad networks and demand-side platforms (DSPs) via the Opera Mediaworks' Mobile Ad Exchange (OMAX) to assist in inventory monetization.
  • Rich media (display, video and audio) ad units allow online ad businesses to scale mobile audiences faster and more easily in non mobile-optimized environments.
  • Certified access to rich media, video and audio-enabled creative ad units, with the ability to build such units within its creative platform, Studio.
  • Permission-based access, letting ad networks give advertisers and publishers access to individually customized, real-time reporting interfaces.

Advertisers also benefit from the extended reach offered by AdMarvel for Ad Networks. When demand-side platforms (DSPs) with no owned and operated properties use the platform, they are tapping into a massive trove of publishing inventory and can more effectively find their audience.

"Opera Mediaworks has been investing heavily over the past year in fine-tuning its network product offering by allowing sales houses from all over the world to buy access to premium mobile audiences in over 24 different content verticals, while also providing an inventory monetization platform to help networks make the most out of their unsold mobile, tablet and connected TV inventory," notes Fruehan.

To learn more about AdMarvel for Ad Networks or to set up a meeting at Mobile World Congress in Barcelona, contact bd@admarvel.com.

About Opera Mediaworks

Opera Mediaworks powers the mobile ad economy. Technology and service innovation has helped us become the world's biggest brand-focused mobile ad network, and the world's leading ad tech platform, delivering monetization tools to the biggest and best publishers around the globe. This comprehensive end-to-end platform offers solutions for brands, agencies, publishers and application developers. Our mission is to deliver relevance in the medium where relevance matters most - on mobile devices. We improve efficiency through technology, innovation, transparency and trust, to create an open and vibrant marketplace for publishers and advertisers across the globe.

Opera Mediaworks includes AdMarvel, a mobile ad server and mediation platform; OMAX a mobile ad exchange, Mobile Theory, a premium mobile ad network in the United States; 4th Screen Advertising Ltd., a premium ad network in the United Kingdom; and Mediaworks Performance, a results-driven, mobile ad network. Also included are impressions served within Opera mobile properties, including the Opera Mini Smart Page and the Opera Mobile Store. Opera Mediaworks is part of the Opera Group.

SOURCE Opera Mediaworks