Opera Software has rebranded its advertising, content distribution and monetization services subsidiary as Opera Mediaworks. Opera Mediaworks services more than 80,000 mobile sites and mobile apps, managing more than 50bn ad impressions per month and enabling more than $400m of publisher revenue in 2012. It services 20 of the top 25 global media companies and 70 of the top 100 Advertising Age advertisers, enabling a global audience reach of over 300 million monthly unique consumers.

Opera has also announced the launch of a performance-based mobile advertising platform called Opera Mediaworks Performance, which provides advertisers with tools to better reach their target audience and acquire new customers. Opera Mediaworks Performance facilitates real-time targeting and reporting on mobile ad campaigns.

Additionally, Opera Mediaworks offers four service areas targeting advertisers, publishers, mobile operators and others that participate in the mobile economy. The first is ad mediation and ad exchange services via AdMarvel and Opera Mediaworks Ad Exchange. Secondly, Opera’s mobile ad agency and network oferings, Mobile Theory and 4th Screen Advertising. Thirdly, the Opera Mobile Store, a multi-platform app store, offering a white-label app-store solution for mobile operators, handset manufacturers and distributors. And fourthly, the Opera Payment Exchange (OPX). This is a payment-enablement solution, designed to reduce friction for mobile publishers, payment providers and mobile operators, while building trust towards consumers. Opera says that OPX enables operators and storefronts to gain merchandising intelligence and lower costs and to monetize their offerings.

“Opera has worked hard and smart to bring together a stellar portfolio of products and solutions to service all the various players in the mobile ecosystem,” said Mahi de Silv, EVP for consumer mobile for Opera Software, and CEO of Opera Mediaworks. “We are proud to launch the Opera Mediaworks brand to simplify our offering as the world’s largest mobile ad platform.”