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Opera takes latest step into connected TV world with AdMarvel

Opera Software has taken its latest step into developing new products for smart TVs by launching AdMarvel for Connected TVs.

AdMarvel for Connected TVs is designed to provide publishers and advertisers with an ad-serving platform combined with ad exchange, ad serving and ad management functionality on connected TVs.

The launch of the new platform is part of the Opera’s strategy of extending MediaWorks, its mobile ad platform, into the connected TV world

Early partners working with the AdMarvel for Connected TV platform to extend video advertising across the AdMarvel publisher base into connected TVs include video ad networks such as Brightroll, TubeMogul, Videology, iVdopia, SpotXchange, as well as Opera Mediaworks’ Mobile Theory premium ad network.

In addition to AdMarvel, Opera MediaWorks, which was launched in February, includes US mobile ad network Mobile Theory and UK premium ad network 4th Screen Advertising.

“All of these [units] a are coming together to create the world’s leading rich media ad platform,” Opera’s senior vice-president for TV and devices, Aneesh Rajaram, told DTVE. Rajaram said Opera’s HTML5 engine could help create pre-roll, mid-roll and post-roll video advertising across platforms.