Web browser maker Opera Software is set to make its presence felt in the advertising world with the latest announcement of its Open Mobile Ad Exchange service. The service will enable the company to offer cloud-based advertising on feature phones and smartphones via the Opera Mini web browser. This means the service will make around 66.5 million Opera Mini users available to advertisers, publishers, and wireless operators.

Opening the untapped potential of Opera Mini for advertisers thus is expected to be a huge revenue-generating module. The company, however, noted the ads will appear not in the browser interface, but as regular website advertising, meaning wider reach. The company also claims the app enables sophisticated campaign management for optimal return on investment for mobile campaigns.

Opera’s Open Mobile Ad Exchange apps comes with the following advantages:

• Brings together a broad community of advertisers, ad agencies and ad networks
• Publishers are be free to decide how, when and where advertising will appear in their content
• Publishers can capitalize on revenue from apps and content by using easily-embedded JavaScript in their web pages
• Advertisers can gain visibility and control over ad monetization via near-real-time reporting and analytics
• Advertisers, agencies, and ad networks can reach a diverse audience using Opera Mini or other browsers

Opera Open Mobile Ad Exchange – http://www.opera.com/openmobileadexchange