Opera Buys Ad 'Mediator' AdMarvel

Google bought AdMob, Apple bought Quattro, Amobee bought RingRing; now Opera announced that it has acquired ad meditor/exchange AdMarvel:

AdMarvel, based in San Mateo, California (USA), works with a broad set of constituents in the advertising ecosystem to improve the performance of mobile advertising. The company was founded in 2006 by a team of mobile veterans led by Mahi de Silva and has a broad customer base across the globe. AdMarvel strives to make mobile advertising an open ecosystem through better transparency of performance and simpler management of ad traffic to optimize revenue. AdMarvel’s suite of services is designed to put publishers, developers and mobile operators in control of performance and enables ad networks, agencies and brands to deliver better results.

TechCrunch reported that the purchase price was $8 million, plus a $15 million earnout. Compared with the hundreds of millions paid for the larger ad networks, this price (if accurate) reflects AdMarvel's relatively limited traction and revenues to date. 

The acquisition at least offers new potential monetization opportunities for Opera partners and represents an effort to diversify further for the Norwegian company. The company has millions of installed users on handsets across the globe (in addition to its small PC share) and has been a leader on the mobile Internet. However, smartphone growth threatens Opera, because each of the majors has its own browser (RIM will offer an improved browser soon). 

Picture 237

While I can't predict who will be next, more acquisitions are certain in the mobile ad network segment.