WIRELESS AND MOBILE NEWS

Opera Software announced that it has acquired AdMarvel, Inc. It will enable Opera to expand its portfolio of products and services to include  ad monetization services for Opera branded mobile products. It's interesting to note that Symbian system phones have a higher CPM than other smarpthones and phones according to smaato. Apple also bought an ad network Quattro Wireless and Google bought Admob.

AdMarvel, based in San Mateo, California (USA), works with a broad set of constituents in the advertising ecosystem to improve the performance of mobile advertising. The company was founded in 2006 by a team of mobile veterans led by Mahi de Silva and has a broad customer base across the globe. AdMarvel strives to make mobile advertising an open ecosystem through better transparency of performance and simpler management of ad traffic to optimize revenue. AdMarvel's suite of services is designed to put publishers, developers and mobile operators in control of performance and enables ad networks, agencies and brands to deliver better results

"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," says Lars Boilesen, Chief Executive Officer, Opera Software.

"We are very excited about joining forces with Opera. What started as a commercial relationship has blossomed into a wonderful partnership to serve the global mobile marketplace. Combining our monetization and analytics platform with the Opera browser and widget platform will create a new intelligent platform, where local and global advertisers can interact with a highly instrumented mobile audience," says Mahi de Silva, Chief Executive Officer, AdMarvel Inc.

About AdMarvel

AdMarvel makes mobile advertising work by enabling mobile publishers and operators to easily source, provision, manage and track advertising from virtually any ad network or direct sourced advertising inventory. As the leading trusted third party in mobile advertising, AdMarvel works with mobile publishers, developers, carriers, ad networks, agencies and advertisers to optimize advertising inventory and revenue. AdMarvel services work across mobile web, WAP, SMS and in-application modalities. For more information, visit www.admarvel.com