Opera Mediaworks has announced the launch of AdMarvel, its next-generation ad platform for connected TVs. AdMarvel for Connected TVs will provide publishers and advertisers a dynamic, rich ad-serving platform combined with sophisticated ad exchange, ad serving and ad management functionality on connected TVs.
The AdMarvel platform aims to help publishers and developers find the right buyers at the right price for their inventory, as well as enabling agencies and brands to connect with their audiences on the yet-unexplored, but fast-growing, TV platform. For the consumer, this means seeing more relevant advertising in the form of pre-roll ads and other formats, while viewing content and using applications running on different connected TV platforms.
AdMarvel, Opera Mediaworks’ ad-serving and mediation platform, has already built an impressive list of technology and demand partners through its certification program for mobile and tablet platforms. With this announcement, AdMarvel is beginning to extend this certification into connected TVs.
Early partners who are working with the AdMarvel for Connected TV platform are video ad networks such as Brightroll, TubeMogul, Videology, iVdopia, SpotXchange, as well as Opera Mediaworks’ Mobile Theory premium ad network, to extend video advertising across the AdMarvel publisher base into connected TVs.
Opera Software already has a track record in the connected TV business worldwide. The Opera Devices SDK, a framework for OEMs to develop or deploy user interfaces, applications or browsers, is used by some of the top device makers worldwide, including Sony, Toshiba, Sharp, Phillips, Boxee and MediaTek.
The Opera TV Store is an HTML-5 based app store for TVs and ships on Sony Bravia TVs, Blu-ray disc players and devices such as TCL, Humax and MediaTek. AdMarvel for Connected TVs will power all platforms, including, but not limited to, the Opera Devices SDK and the Opera TV Store, as well as different ad formats that run on connected TV platforms.
Speaking on this, Mahi de Silva, CEO, Opera Mediaworks said,”As connected TV households worldwide reach critical mass in the coming couple of years, the TV screen will become the next frontier in delivering relevant advertising to consumers. Opera Mediaworks provides the necessary technology and expertise to publishers and advertisers in meeting their goals on mobile, tablet and, now, connected TV.”