Moving beyond smartphones and tablets, Opera Mediaworks introduced AdMarvel, an ad network for internet-connected TVs that brings together an ad exchange, ad serving and ad management functionalities.
"A connected TV looks a lot like a tablet computer," explained Opera Mediaworks CEO Mahi de Silva. "Given our experience in the tablet and smartphone space, as well as our experience in building HTML 5 runtime systems that are included in many connected TVs, we're bringing that ad technology to bear for these devices in the living room."
According to eMarketer, 35.1 million households in the US will have connected TV in 2013, rising to 41.3 million in 2014. With AdMarvel for Connected TVs, TV app developers and publishers can connect their inventory with buyers interested in reaching audiences via this new channel; the platform will display pre-roll and other ad formats to viewers on whatever application they are using on their TVs.