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."