What is the Open Mobile Ad Exchange?
Tuesday, October 5, 2010 4:03:00 PM
We just published a press release announcing the Open Mobile Ad Exchange, which lets advertisers and publishers reach users of the dominant mobile browser, Opera Mini.
The Open Mobile Ad Exchange is "cloud-based advertising on feature phones and smartphone", according to the press release. You may recall Opera Software's acquisition of AdMarvel earlier this year, and this is a result of that.
But what does this actually mean? What is this, and what isn't it?
Ads will not be inserted into Opera Mini itself
First of all, let's be very clear on what this isn't: The Open Mobile Ad Exchange is not about showing ads in Opera's user interface. You will not start seeing these ads inserted into Opera Mini itself.
What the Open Mobile Ad Exchange is, is a way for advertisers and publishers to reach not only smartphones, but also normal feature phones. This is a large and untapped market with vast opportunities. Opera Mini is the biggest mobile browser,with morethan 66 million users worldwide, and growing quickly.
But how are these ads shown?
As I wrote above, the ads are not inserted into Opera Mini itself. Rather, they will appear on normal web pages, just like any other web page ad. Of course these ads will be optimized for Opera Mini, and thus give a better experience for users, and a more powerful and relevant platform for advertisers and publishers (with AdMarvel's awesome tools to track and optimize their investment).
So why should you care about it?
The announcement is primarily aimed at publishers and advertisers, but it is also relevant (and good news!) for users of Opera Mini. We will now be able to increase the revenue coming from Opera Mini, which means that we get even more money to make it even better! Remember, a company like Opera needs to make money to survive (as we can't rely on being promoted by a monopoly, or funded by "sugar-daddies"), and running a service like Opera Mini can be costly.
I think this is a win-win situation for everyone. Opera Software will see increased revenues from the Opera Mini user base, which means that we can continue to invest in improving the product to the benefit of the users, and publishers advertisers will find a new audience for their content.