Opera Mediaworks launches AdMarvel for connected TVs
By Digital News Asia May 23, 2013
- Opera Mediaworks already serves more than 13,000 mobile sites and apps
- Now brings online video advertising into the connected TV space
OPERA Mediaworks, a fully-owned subsidiary of Opera Software, has announced its next-generation ad platform for connected TVs.
AdMarvel for Connected TVs brings online video advertising into the connected TV space, the company said in a statement.
It will provide publishers and advertisers a dynamic, rich ad-serving platform combined with sophisticated ad exchange, ad serving and ad management functionality on connected TVs, it claimed.
The platform will help publishers and developers find the right buyers at the right price for their inventory, as well as enable agencies and brands to connect with their audiences on the yet-unexplored, but fast-growing, TV platform.
For the consumer, this means seeing more relevant advertising in the form of pre-roll ads and other formats, while viewing content and using applications running on different connected TV platforms, it said.
Opera Mediaworks serves more than 13,000 mobile sites and applications, managing more than 60 billion ad impressions per month and has enabled more than US$400 million of publisher revenue in 2012.
AdMarvel, Opera Mediaworks’ ad-serving and mediation platform, has already built a list of technology and demand partners through its certification programme for mobile and tablet platforms. With this announcement, AdMarvel is beginning to extend this certification into connected TVs.
Early partners who are working with the AdMarvel for Connected TV platform are video ad networks such as Brightroll, TubeMogul, Videology, iVdopia, SpotXchange, as well as Opera Mediaworks’ Mobile Theory premium ad network, to extend video advertising across the AdMarvel publisher base into connected TVs.
Opera Software already has a track record in the connected TV business worldwide. The Opera Devices SDK, a framework for OEMs to develop or deploy user interfaces, applications or browsers, is used by some of the top device makers worldwide including Sony, Toshiba, Sharp, Phillips, Boxee and MediaTek.
The Opera TV Store is an HTML-5 based app store for TVs and ships on Sony Bravia TVs, Blu-ray disc players and devices such as TCL, Humax and MediaTek.
AdMarvel for Connected TVs will power all platforms, including, but not limited to, the Opera Devices SDK and the Opera TV Store, as well as different ad formats that run on connected TV platforms.
Collectively, the Opera Devices SDK and the Opera TV Store run on more than 50 million devices worldwide.