Opera Software joined the mobile-ad bandwagon today, picking up AdMarvel for as much as $23 million. The move continues the flurry of M&A the space has seen in recent weeks, but it also gives Opera a unique opportunity to leverage its massive base of mobile browser users. Integrating ads with Opera Mini and Opera Mobile could give a huge lift to ad revenues on feature phones, which have been largely left behind as the space focuses on smartphones. And taking advertising to lower-end handsets will be key for the space to truly gain mass-market traction.
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