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.