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Monday, 20 February 2012 09:37

Opera Software buys two mobile advertising companies


Opera Software has acquired two mobile advertising companies: Mobile Theory and 4th Screen Advertising.

Opera said the acquisitions would "significantly expand [our] offering to advertisers and mobile publishers that engage consumers via the mobile web and applications, across all mobile platforms."

It said that the acquisitions would also enable it to better monetise the traffic that flows through Opera Mini and Opera Mobile browsers. (Opera claims more than 160 million monthly active users that generate more than 100 billion page views).

Mobile Theory is a mobile advertising network focused on the US market. It is based in San Francisco and has offices in New York City, Chicago, Los Angeles and Seattle. 4th Screen Advertising is based in London and serves the European market.

Mobile Theory's clients include Microsoft, Chevrolet, AstraZeneca, Coca-Cola and Capital One. 4th Screen Advertising's publisher clients include The Guardian, MTV, Global Radio, Shazam and IMDb.

Opera CEO, Lars Boilesen, said: "Two years ago, we announced the acquisition of AdMarvel - which has grown to become the global leader as a supply-side platform (publisher platform) for mobile advertising. Last year, Opera helped generate well over $200 million in revenue for our publishers globally."

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