Opera Mediaworks maintains relationships with more than 40 mobile network operators in Africa, among them Vodacom, MTN, Airtel and Orange subsidiaries.
“[We’re] helping deliver attractive price points for mobile data usage, including advertising sponsored mobile data to consumers in the region,” de Silva said.
Opera Mediaworks and AdVine, whose publisher partners include the BBC and Shazam, had already been working together as partners since 2012 to monetize Opera’s mobile ad inventory. The acquisition solidifies that relationship and will enable Opera to better tap into local markets in Africa, said de Silva, who called the AdVine purchase “complementary” to other recent Opera Mediaworks acquisitions like mobile video ad network AdColony.
“The [AdVine] acquisition ... enables the team to deliver the entire portfolio of mobile advertising services, from banner ads to video ads from DSP and SSP services to customers in the region,” he said.
The acquisition also fits squarely into Opera’s overall mobile strategy, de Silva told AdExchanger.
“At Opera, we’re very passionate about extending the power of the Internet to all people around the world,” he said. “With our browser and traffic management products we strive to deliver the best web experience to users in Africa and we work with local operators to make the Internet more accessible to everyone.”
The AdVine brand will be subsumed into Opera Mediaworks over time. All 20 AdVine employees are expected to stay on following the acquisition.