Opera acquires AdColony to claim global mobile video ad leadership
| 25 June 2014
In a move that will give it a combined reach of more than 700 million consumers globally, mobile video advertising platform provider Opera has swooped to acquire erstwhile rival AdColony.

Explaining its move, Opera says that mobile video advertising is the fastest-growing advertising segment in all of digital advertising. With the addition of AdColony, Opera claims that its Mediaworks platform will offer advertisers the most comprehensive suite of brand and performance-based mobile ad solutions, delivering creative, targeting, analytics, measurement, programmatic buying, and video and rich-media offerings.

"Opera is growing rapidly and we are constantly looking for opportunities to bring best-of-breed services to the market," said Lars Boilesen, CEO, Opera Software. AdColony is a natural fit for Opera and our mobile advertising subsidiary, Opera Mediaworks. This acquisition will augment our services with a robust specialisation around mobile video the fastest growing segment within the mobile advertising industry."

AdColony is designed to deliver TV-like video ads instantly in HD across iOS and Android smartphone and tablet apps in the world and the company regards its proprietary Instant-Play video ad technology as being able to eliminate latency and long load times for video playback. Furthermore it offers interactive elements that are said to drive engagement, action and results.

Post acquisition, AdColony says that it will continue to support its existing customers as usual, with Will Kassoy continuing as both CEO and chief marketing officer of Opera Mediaworks. "Opera Mediaworks shares our vision to enhance the mobile ecosystem and deliver the highest quality mobile video experience in the world," Kassoy remarked. "Our keen focus on the consumer experience in mobile apps combined with the massive growth of mobile video consumption worldwide, has catapulted our growth and made us a go-to partner for app developers and advertisers. We are excited to now be part of Opera Mediaworks' renowned global organisation and look forward to unlocking tremendous synergies together