Opera launches open mobile ad exchange

Opera Software has opened its Open Mobile Ad Exchange service, offering cloud-based advertising on feature phones and smartphones for business. The Open Mobile Ad Exchange makes the world's largest mobile audience, 66.5 million Opera Mini users, available to advertisers, publishers, and wireless operators. With this launch, Opera opens the world of feature phones, where Opera Mini is the dominant browser, to mobile advertising.With Opera's Open Mobile Ad Exchange, publishers maximize their revenue from apps and content by using easily-embedded JavaScript in their webpages and advertisers gain unique and detailed visibility and control over advertising monetization via near-real-time reporting and analytics.

The Open Mobile Ad Exchange is easy to implement, giving publishers and developers unparalleled tools to manage and optimize their revenue. Publishers and developers also benefit from a new marketplace that brings together a broad community of advertisers, ad agencies and ad networks. Publishers are be free to decide how, when and where advertising will appear in their content.