Opera Purchases AdMarvel Advertising Company Opera Interested in Mobile Advertising?

It seems all too crazy to be true but mobile advertising is a market
that s going to grow a lot in the following years. More and more
smartphones are going to be sold and on top of them we ll have tablets,
netbooks and other connected devices that we will use during our busy day.
Mobile advertising is going to be even bigger than it already is and it
s no wonder everyone wants a piece of it. We ve just heard how Microsoft
s Bing search might end up replacing Google Search on the iPhone. But
these aren t the only moves we ve seen lately.
Google has purchased AdMob for over $700 million and Apple responded by
purchasing Quattro Wireless for around $275 million. Both companies want
to make the most of mobile search but they are not the only players in
the game capable of purchasing mobile advertising companies.
Opera Software has just announced that it has acquired a mobile
advertising company of its own. AdMarvel, Inc. has been purchased by
Opera for a cool $8 million which means that Opera also has big plans
regarding the mobile market.
Lars Boilesen, CEO of Opera Software had this to say about the AdMarvel
deal:
In our fast-growing industry, mobile advertising represents an
interesting long-term revenue opportunity. Every month, nearly 50
million people access the Web using Opera on their mobile phones and
together with AdMarvel, we think we can play an important role in the
evolution of mobile advertising.
It remains now to be seen how Opera will use AdMarvel s resources in
order to monetize its mobile browsing software. With 50 million people
using Opera and Opera Mobile to browse the Internet while mobile we can
only expect to see Opera cash in on its investment.
In the mean time we will be waiting to see what s going to happen next
in the mobile advertising business. After all it s we, the consumers,
that have to put up daily with those tiny ads on our smartphones and
other connected mobile devices.