Norwegian browser maker Opera has acquired a German company to boost its mobile ad unit Opera Mediaworks.
On the back of Opera's first quarter earnings, the company's mobile advertising subsidiary Opera Mediaworks has announced its acquisition of apprupt, a German mobile ad outfit that will offer Opera a leg up into the local market.
According to Opera, apprupt reaches 22 million mobile users and has a portfolio of 250 mobile websites and apps.
Under the deal, apprupt's 35 employees will operate as an independent unit within Opera Mediaworks focusing on the German-speaking market. The acquisition builds on Opera's regional approach to mobile advertising, which includes Mobile Theory, its US mobile ad network, 4th Screen Advertising in the UK, and Hunt Mobile Ads for the South American market. Opera earlier this year also launched AdMarvel, which offers the back-office services to mobile ad companies.
"Germany is an important and fast-growing mobile ad market and is expected to reach $1.8bn by 2017," Mahi de Silva, CEO of Opera Mediaworks, said in a statement.
"Integrating apprupt into our platform will help us grow our reach into this important territory, giving our clients even broader global reach for mobile advertising.
"Working together, apprupt and Opera Mediaworks will help local advertisers reach a broader global audience whilst also introducing a wide range of new capabilities from rich-media ad formats to programmatic tools for German-speaking markets."
On Wednesday, Opera reported first quarter 2014 revenues of $87m, up 40 percent compared with the first quarter of 2013, but down $2m on its previous quarter. The company’s full year revenue guidance for 2014 is projected to be between $390m and $410m.
While Opera is still best known as a mobile and desktop browser maker, its mobile advertising business is now its biggest revenue earner, accounting for $31m this quarter, followed by mobile operator revenues of $18.6m through carrier deals for products such as WebPass.
Opera claims it has 51 million Opera desktop users and 274 million Opera mobile users, including 94 million on Android.