Opera acquires AdMarvel for browser monetization

Independent browser vendor Opera Software announced today it has acquired mobile advertising broker AdMarvel. The Norwegian-based company, makers of the popular and free Opera Mobile and Opera Mini browser, will use the acquisition to enter the burgeoning – albeit competitive – mobile ad market in hopes of monetizing their browser.

Opera is paying $8 million for the US-based company, in addition to $15 million if certain financial targets are met during the next 24 months. AdMarvel currently works with mobile publishers and operators to manage how ads are delivered and perform on mobile phones. The company will combine its monetization and analytics services with the Opera browser and widget platform to better target wireless operators. Through AdMarvel, mobile publishers will also be able to target users based on their country, device type and carrier. The acquisition expands on the companies’ existing relationship in testing mobile ads.

In a 4G World interview, then CEO Jon von Tetzchner said that Opera’s goal is to be pre-installed on as many wireless operator-offered platforms as possible, including powerful smartphones, set-top boxes and gaming consoles. According to the company, nearly 50 million people already access the Web using Opera on their mobile phones.  As a free browser, however, even ubiquity hasn’t brought in substantial revenues. For this reason, adding mobile ads to its business model is a particularly attractive option.

Opera isn’t the only company that has seen potential in mobile ads. Apple and Google have also been on the advertising acquisition spree. Google acquired AdMob in November, and Apple bought Quattro Wireless earlier this year. Opera has taken on these software giants on the PC front too, where its free browser offers an alternative to both Firefox and Internet Explorer. But, with AdMarvel in its arsenal, the company is focusing more intently on the wireless operator market.