Opera Software has acquired mobile advertising firm AdMarvel. Opera says the acquisition will enable it to expand its portfolio of products and services to include highly scalable ad monetization services for Opera-branded mobile products and services offered by mobile operators and content partners.

AdMarvel works with a broad set of constituents in the advertising ecosystem to improve the performance of mobile advertising. The company was founded in 2006. It strives to make mobile advertising an open ecosystem through better transparency of performance and simpler management of ad traffic to optimize revenue. AdMarvels suite of services is designed to put publishers, developers and mobile operators in control of performance, and enables ad networks, agencies and brands to deliver better results.

“In our fast-growing industry, mobile advertising represents an interesting long-term revenue opportunity,” says Opera CEO, Lars Boilesen. “Every month, nearly 50 million people access the web using Opera on their mobile phones and together with AdMarvel, we think we can play an important role in the evolution of mobile advertising.”