Opera Mediaworks Opens Mobile Ad Innovation Lab

San Mateo, California-based mobile ad platform Opera Mediaworks has opened an Innovation Lab, with the aim of understanding how consumers will interact with their mobile devices in the future.

The firm, which also has offices in New York, the UK, Germany, Argentina, Brazil, Mexico, India, Indonesia, Russia, Ukraine and Norway, offers solutions to enable advertisers to target their audiences via their mobile devices. Across the group, the team serves 64 billion impressions and reaches 700 million consumers monthly.

The new Innovation Lab employs a team of eleven led by Head of Innovation Orr Orenstein (pictured), supported by Deep Katyal, Andrew Dubatowka, Matthew Kesack, Kyle Beeco, Jeremy Siegel, Salah Shami, Chris Damski, Ben Dimond, Gonzalo Borras and Matt Tice. The team's initial focus will be on developing new products and solutions to help marketers reach the 'next generation' of mobile consumers.

In addition, it will develop methods to target ads according to users' physiological state or mood; proprietary technology to detect the apps on a phone and determine a user's 'digital DNA'; and better cross-channel tracking and reporting of engagement metrics to understand what's driving in-store traffic and mobile conversions.

Scott Swanson, President, Global Advertising Sales, comments: 'We've tasked the Innovation Lab team with understanding how consumers can and will be interacting with their mobile devices in the future - and with finding the ways that brands can actively participate in that experience.'

Web site: www.operamediaworks.com .