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"Opera has united its mobile advertising businesses under one roof after it launched\u00A0Opera Mediaworks as a fully-owned subsidiary, which it says becomes the world's largest mobile ad platform.\u00A0The business amalgamates a number of the publishing and advertising services that Opera has bought in recent times, in addition to a new real-time targeting service for mobile ads that has launched today.\r\n\r\nThe Norwegian-headquartered browser marker -- which recently adopted the open-source Webkit standard --\u00A0has spent more than $100 million buying companies like\u00A0AdMarvel,\u00A04th Screen Advertising and Mobile Theory, and now is time to put those units together &amp;quot;under one umbrella to make things more simple&amp;quot;, an Opera spokesperson told TNW.\r\n\r\nOpera has a formidable ad platform which saw $400 million of publishing revenue in 2012, up from $240 million in 2011. It serves 50 billion ad impressions per month across its network of 12,000 sites and applications.\u00A0Opera Mediaworks counts 20 of the top 25 global media companies and 70 of the top 100 Advertising Age advertisers among its clientele, each of which is aiming to get a piece of its 300 million plus monthly users.\r\n\r\nThat reach makes it the world's largest mobile ad platform, according to\u00A0Mahi de Silva, who is CEO of Opera Mediaworks.\r\n\r\nAll-in-all, Opera Mediaworks includes ad mediation and exchange services\u00A0AdMarvel and Opera Mediaworks, mobile advertising networks Mobile\u00A0Theory and 4th Screen Advertising, the Opera Mobile Store and\u00A0Opera Payment Exchange to monetize ad solutions.\r\n\r\nIt isn't just about consolidation, and Opera has launched 'Opera Mediaworks Performance', a service that provides\u00A0real-time targeting and reporting on mobile ad campaigns to help advertisers better position themselves on its Opera Mini and Opera Mobile browsers -- which are used by 229 million people per month, as of December 2012.\r\n\r\nLast year Opera began using its expertise to develop a\u00A0quarterly\u00A0State of Mobile Advertising report\u00A0which, like its State of the Mobile Web reports, provides insight and analysis from its advertising business.\r\n\r\nRelated:\u00A0Opera: Android devices were served most ad impressions in Q4 2012, but iOS still top for engagement\r\n\r\nHeadline image via Opera"^^<http://www.w3.org/2001/XMLSchema#string>
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