Opera Enters Ad Market With Open Mobile Ad Exchange

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Popular browser developer Opera has revealed plans to enter the mobile advertising game through a cloud-based network called the Open Mobile Ad Exchange. According to the company, the service works by directly embedding JavaScript content directly into pages served up by Opera Mini, which allegedly has 66.5 million users worldwide — many of them on difficult-to-penetrate feature phones.

What’s not entirely clear is how Opera will convince publishers to eschew their traditional ad networks for Opera’s services; apparently the ads are served up on the pages themselves, and not in the browser interface. As Jon von Tetzchner told CNET, “there will be ads where you’re used to seeing ads,” meaning that Opera may be trying to further fragment the ad market for websites into desktop and mobile iterations.

Earlier this year Opera purchased mobile-ad firm AdMarvel, reports CNET, and now it seems that we know the rationale behind the acquisition. Despite its rather large footprint in the mobile market, though, it’s still not clear how successful Opera will be with this strategy. Readers, do you think the browser developer is well-positioned to make a mark in the advertising industry?

(via: CNET and Opera)

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Evan Blass
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