Opera acquires Mobile Theory, 4th Screen Advertising


Web solutions firm Opera Software has acquired a pair of mobile advertising networks, Mobile Theory and 4th Screen Advertising. Financial terms were not disclosed.

While the Mobile Theory network targets the U.S. wireless market, reaching more than 60 million users across 300 mobile sites and apps, 4th Screen Advertising focuses on serving the European sector and touts partners including Shazam, MTV and IMDb. The acquisitions enable 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. Delivering cloud-based mobile advertising across the 100 million-plus smartphones and feature phones running the Opera Mini mobile browser, 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. In mid-2011, Open Mobile Ad Exchange expanded to include a real-time bidding platform as well as new analytics insight.

Opera Mini and Opera Mobile now exceed 160 million monthly active users worldwide, yielding more than 100 billion page views and consuming more than 16 Petabytes of mobile data services each month. In addition, Opera helped publisher partners generate more than $200 million in mobile advertising revenues during 2011.

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