Opera Software announced its fully owned advertising platform called Opera Mediaworks division at the Mobile World Congress (MWC) Monday (Feb. 25). The subsidiary will focus on managing mobile advertising distribution of content and monetizing services.
Opera Mediaworks seeks to expand the Opera brand by enabling a marketplace for mobile publishers and advertisers. Consumers will be able to purchase mobile content and services that meet their interests, while brands are enabled to reach their target audiences.
Over 237 million people worldwide use Opera's mobile browsers, and Opera Mediaworks provides services to over 80,000 mobile sites and applications.
Opera unveiled an additional platform called Opera Mediaworks Performance, an approach to mobile advertising that encourages customers to connect to advertisers directly.
Four service areas fall under the Opera Mediaworks platform, geared toward advertisers, publishers and mobile operators. Services include ad mediation and ad exchange services, mobile ad agency and networks, Opera Mobile Store and Opera Payment Exchange OPX.
Ad mediation and ad exchange services provides one common marketplace to connect all and offer increased visibility and control of ad placement. The expertise of two leading mobile advertising networks, Mobile Theory and 4th Screen Advertising, can engage mobile customers with media campaigns. The Opera Mobile Store offers an app-store solution for mobile carriers, phone makers and retailers.
Finally, "OPX is a payment-enablement solution that reduces friction for mobile publishers, payment providers and mobile operators, while building trust towards consumers," said Opera in a press release.
"Opera has worked hard and smart to bring together a stellar portfolio of products and solutions to service all the various players in the mobile ecosystem. We are proud to launch the Opera Mediaworks brand to simplify our offering as the world's largest mobile ad platform," said Mahi de Silva, EVP for Consumer Mobile for Opera Software and CEO of Opera Mediaworks.