Opera introduces Open Mobile Ad Exchange

SAN FRANCISCO--Opera Software launched Open Mobile Ad Exchange, a new service delivering cloud-based mobile advertising across the 66.5 million smartphones and feature phones running the firm's Opera Mini mobile browser. According to Opera, Open Mobile Ad Exchange enables publishers to embed advertisements in their mobile content and applications, noting that promotions appear as regular website advertising, not in the browser interface. Publisher tools include near-real-time reporting and analytics as well as campaign management, frequency control and targeting mechanisms. The introduction of Open Mobile Ad Exchange follows almost a year after Opera acquired mobile advertising network AdMarvel, a move designed to expand its portfolio to include ad monetization services across its branded mobile products as well as services offered by mobile operators and content partners.

For more on Opera's Open Mobile Ad Exchange:
- read this release

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