Home Ad Networks Opera Mediaworks Launches Connected TV Ad Network

Opera Mediaworks Launches Connected TV Ad Network

SHARE:

de Silva OperaMoving 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.

As more applications are developed for these devices, advertising in the space will grow, de Silva said.

“The interest is huge,” he added. “Advertisers and the agencies that serve them have been long frustrated about the non-digital access to advertising on connected TVs. This is the opportunity to converge the biggest advertising market, in the living room, with those digital tools and efficiencies to ultimately reach consumers in a more targeted, more performance-oriented way.”

Some connected-TV manufacturers already use the Opera Devices SDK, and the company also has an HTML 5-based app store for TVs, but the new AdMarvel for Connected TVs will work with all platforms, regardless of their connection to Opera.

AdMarvel is already working with early partners including Brightroll, TubeMogul, SpotXchange and Videology. The new platform does support programmatic buying, de Silva said: “In the mobile and tablet space, we’re connected to 114 DSP, and many of these platforms are capable of delivering ads that would be appropriate for connected TVs.”

Must Read

Comic: What Else? (Google, Jedi Blue, Project Bernanke)

Project Cheat Sheet: A Rundown On All Of Google’s Secret Internal Projects, As Revealed By The DOJ

What do Hercule Poirot, Ben Bernanke, Star Wars and C.S. Lewis have in common? If you’re an ad tech nerd, you’ll know the answer immediately.

shopping cart

The Wonderful Brand Discusses Testing OOH And Online Snack Competition

Wonderful hadn’t done an out-of-home (OOH) marketing push in more than 15 years. That is, until a week ago, when it began a campaign across six major markets to promote its new no-shell pistachio packs.

Google filed a motion to exclude the testimony of any government witnesses who aren’t economists or antitrust experts during the upcoming ad tech antitrust trial starting on September 9.

Google Is Fighting To Keep Ad Tech Execs Off the Stand In Its Upcoming Antitrust Trial

Google doesn’t want AppNexus founder Brian O’Kelley – you know, the godfather of programmatic – to testify during its ad tech antitrust trial starting on September 9.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

How HUMAN Uncovered A Scam Serving 2.5 Billion Ads Per Day To Piracy Sites

Publishers trafficking in pirated movies, TV shows and games sold programmatic ads alongside this stolen content, while using domain cloaking to obscure the “cashout sites” where the ads actually ran.

In 2019, Google moved to a first-price auction and also ceded its last look advantage in AdX, in part because it had to. Most exchanges had already moved to first price.

Thanks To The DOJ, We Now Know What Google Really Thought About Header Bidding

Starting last week and into this week, hundreds of court-filed documents have been unsealed in the lead-up to the Google ad tech antitrust trial – and it’s a bonanza.

Will Alternative TV Currencies Ever Be More Than A Nielsen Add-On?

Ever since Nielsen was dinged for undercounting TV viewers during the pandemic, its competitors have been fighting to convince buyers and sellers alike to adopt them as alternatives. And yet, some industry insiders argue that alt currencies weren’t ever meant to supplant Nielsen.