Opera introduces ad exchange features with OMAX

The mobile ad exchange will help both publishers and advertisers with better targeting, intelligence and analytics for better reach, engagement and results.

Opera Software has announced the launch of OMAX, a mobile ad exchange to further strengthen its role in creating a robust mobile advertising marketplace for publishers and advertisers globally.

With the aid of the Opera Audience Network, a tool that provides fine-grain intelligence and aggregated market analytics about mobile consumer trends and behaviour, OMAX will help both publishers and advertisers to get better reach, engagement and result delivered in an aggregated data environment that protects consumer privacy.

OMAX will enable brands, agencies, ad networks and demand-side platforms to provide advertising on a highly targeted basis. Additionally, with the recent acquisition of ad networks - Mobile Theory (focused on the US market) and 4th Screen (focused on the European market) - that are now fully integrated as demand-side platforms and can deliver advertising via OMAX, the new tool will now offer end-to-end mobile advertising solutions to brands, agencies, publishers and mobile operators around the globe.

Being platform-agnostic, OMAX can be integrated through a traditional mobile web ad tag, JavaScript ad tag, XML API or native SDKs for iOS and Android platforms, providing easy integration into mobile websites and applications. It is pre-integrated with and provides support for virtually all rich media ad providers (including video ads), for mobile web and mobile application traffic.

Commenting on the development, Mahi de Silva, executive vice-president, consumer mobile, Opera, says, "Leveraging our industry-leading advertising platform, AdMarvel, and the experience gained from managing over 30 billion ad impressions a month for more than 7,000 mobile sites and mobile apps around the world, we are very excited to bring to market a new and improved product under the new name of OMAX."