Opera launches Opera Mediaworks, ‘world’s largest mobile ad platform’

Global web development company, Opera, has re-launched a fully-owned subsidiary, Opera Mediaworks, which the company, known for its Opera web browser, claims is the world’s largest mobile advertising platform.

Pooling together its publishing and advertising services, and another addition in its new real-time targeting service for mobile ads, Opera Mediaworks launched yesterday.

Opera Mediaworks provides real-time targeting and reporting on mobile ad campaigns to aid advertisers in better positioning themselves on its Opera Mini and Opera Mobile browsers – which are used by 229 million people per month.

More than $100 million was spent by Opera in acquiring the likes of AdMarvel, 4th Screen Advertising, Mediaworks Performance and Mobile Theory and as such its ad platform brought in $400 million of publishing revenue in 2012, up from $240 million in 2011.

It serves 50 billion ad impressions per month across its network of 12,000 sites and applications and now counts 20 of the top 25 global media companies and 70 of the top 100 Advertising Age advertisers among its clientele, each of which is aspiring to cut into Opera Mediaworks’ 300 million-plus monthly users.