Opera Mediaworks Gets In On Private Exchanges
- by Tyler Loechner @mp_tyler, March 20, 2015
Opera Mediaworks, a mobile ad platform that operates a mobile ad exchange, wants another piece of the private exchange pie.
The company has announced the launch of “Opera Select,” a private marketplace for mobile ad buyers and sellers.
So far this year, Opera Mediaworks has been pushing the “private” envelope. While the “Opera Select” exchange is for general mobile display inventory, it’s not the first private mobile ad exchange the company has rolled out his year. In January, Opera Mediaworks announced the launch of a private native ad exchange for mobile.
The company also teased new announcements on programmatic video -- and additional announcements on native -- for later in the year.
“We see a lot of money flowing into private marketplaces today,” Mark Fruehan, president, publisher services global supply at Opera Mediaworks, told Real-Time Daily at the time of the native ad exchange launch.
“In the past year, we’ve seen a giant shift in the programmatic space -- and that shift is toward private marketplaces and programmatic direct, where the massive, open exchange is narrowed down to a smaller subset of buyers and sellers to create a premium environment that is perfect for brand advertisers and publishers,” wrote Opera Mediaworks in a blog post announcing the Opera Select exchange, echoing what Fruehan said several months ago.
Opera Mediaworks has allowed its publisher clients to set up their own private exchanges in the past, but the “Opera Select” exchange is unique in that it is managed by Opera Mediaworks, per the blog post. The native-focused exchange is also managed by Opera Mediaworks.
