Mobile Theory ad revenues increase 250% since Opera acquisition


Mobile Theory said its revenues have grown 250 percent in the months since browser maker Opera Software acquired its mobile advertising network.

The Mobile Theory network delivers rich media advertisements optimized for mobile websites and applications, reaching 350 million global subscribers and generating 40 billion impressions per month. Since Opera acquired Mobile Theory in mid-February, the firm's advertiser roster has increased by more than 75 percent, buoyed by clients including Coca-Cola, Paramount Pictures and Chase Bank. Mobile Theory also added 34 new direct publisher relationships, including exclusive agreements with and The company adds that tablet ad executions are up 140 percent from 2011 totals.

Opera acquired Mobile Theory at the same time it scooped up 4th Screen Advertising, which touts partners including Shazam, MTV and IMDb. The acquisitions have enabled Opera to offer end-to-end advertising solutions to brands, agencies, publishers and operators across the globe, with solutions optimized for major smartphone platforms like Apple's (NASDAQ:AAPL) iOS, Google's (NASDAQ:GOOG) Android and Research In Motion's (NASDAQ:RIMM) BlackBerry as well as feature phones. Opera launched its Open Mobile Ad Exchange in late 2010, almost a year after purchasing mobile advertising network AdMarvel.

Opera is best known for its Opera Mini browser: More than 168 million unique mobile users were registered on the Mini platform in March 2012, viewing more than 117 billion webpages during the period. Opera's success in mobile Web and advertising services have fueled rumors that Facebook is mulling a bid for the company in an effort to accelerate development of a mobile and desktop browser that closely integrates social networking features and plug-ins, a move to reduce its reliance on browsers like Apple's Safari, Google's Chrome and Mozilla's Firefox. An Opera acquisition also would boost Facebook's efforts to build its own mobile ad business.

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