Web browser maker Opera Software announced today that it is officially getting into the advertising business with the launch of its Open Mobile Ad Exchange.
The service brings cloud-based ads to feature phones and smartphones via the Opera Mini web browser, which has some 66.5 million users worldwide. It will offer publishers a way to maximize their revenue from Opera apps and mobile websites, advertisers will be able to take advantage of real-time analytics and reporting, and it will have support for advanced campaign management.
The Open Mobile Ad Exchange most likely comes out of Opera’s purchase of mobile advertising firm AdMarvel in January.
Unlike Apple’s iAd (which stems from its Quattro Wireless purchase) and Google’s recently acquired AdMob, which are both focusing on smartphone advertising, Opera may be able to carve out a decent advertising niche among feature phones and low-end smartphones. Opera Mini is one of the most popular ways for feature phone users to browse the web, and Opera’s many years pursuing mobile browsing will make it tough to overthrow.
Getting content noticed is a challenge for everyone making apps. Join us at DiscoveryBeat 2010 and hear secrets from top industry executives about how to break through and profit in the new cross-platform app ecosystem. From metrics to monetization, we’ll take an in depth look at the best discovery strategies and why they’re working. See the full agenda here. The conference takes place on October 18 at the Mission Bay Conference Center in San Francisco. To register, click here. Hurry though. Tickets are limited, and going fast.
Like this story? Want to learn more? On April 14-15, our fourth annual VentureBeat Mobile Summit will tackle the six biggest growth opportunities in mobile today. The invitation-only Summit will gather the top 180 executives at the scenic Cavallo Point Resort in Sausalito, Calif., to discuss issues like this. Request an invitation.