Opera expands Open Mobile Ad Exchange with bid-and-ask system

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Opera Software is expanding its Open Mobile Ad Exchange with the introduction of a real-time bidding platform as well as new analytics insight. The Open Mobile Ad Exchange matches advertising bidders with publishers in real time based on audience and price requirements--Opera's new bid-and-ask open auction system enables publishers to request a specific price for their ad inventory based on real-time subscriber traffic. Advertisers also may place bids for specific types of mobile web traffic.

Opera also launched the Open Mobile Audience Network, offering analytics and intelligence enabling operators, OEMs, advertisers and publishers deeper insight into their mobile audiences. In addition to measurement of mobile web traffic and content, trends and preferences data, Opera promises an environment that protects consumer privacy without the use of personally identifiable information.

Opera launched the Open Mobile Ad Exchange in late 2010, almost a year after mobile advertising network AdMarvel. Delivering cloud-based mobile advertising across the 100 million-plus smartphones and feature phones running the firm's 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.

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