Adelphic Teams With Opera Mediaworks, Extends Video

Adelphic, the mobile-focused demand-side platform, is expanding its video footprint through a new partnership with Opera Mediaworks. It will bring video to mobile programmatic buyers through its platform.

Per the pact, Adelphic is now the only brand-focused DSP with access to Opera’s instant-play HD video technology, the companies said on Tuesday.

Opera Mediaworks, the mobile subsidiary of Opera Software, is benefiting from demand for better mobile view experiences -- but not as much as investors would like.

During the second quarter, the company reported revenues of $92.9 million, which were up 82% year-over-year, but lower than expected. In particular, mobile video revenues equaled nearly $53.9 million, or 58% of the company’s revenue, during the second quarter.

Opera’s instant-play HD video technology -- which it picked up as part of its AdColony acquisition, last year -- saw its revenue share double from the first quarter of the year through the second.

Opera Mediaworks also recently announced the expansion of its instant-play technology with a new marketing automation platform, including fully integrated analytics, A/B testing, better player segmentation, IAP validation and digital and physical rewards.

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