Opera Mediaworks has rebranded itself as AdColony following its acquisition of the mobile ad platform and the sale of its Opera browser.

The move to change the name comes after a Chinese consortium of investors and companies purchased the Opera browser last year – a sister-company of Opera Mediaworks.

As part of that deal, the consortium picked up the rights to the Opera name, meaning Opera Mediaworks had to change its branding.

Business as usual

The name change to AdColony, named after the ad platform it acquired in 2014 will be effective from January 2017. The company will continue to be listed on the Oslo Stock Exchange under Opera ASA, however.

The rebranding is not expected to bring any changes to how the company deals with customers or partners, which also deals with advertising outside of mobile video such as rich media, streaming and other ad formats.

The firm plans to strengthen its team in the EMEA region and aims to launch new creative formats across video and rich media in 2017.

“I am excited to unify the advertising business under the AdColony brand globally,” said AdColony CEO Will Kassoy.

“We are passionate about brand experiences that evoke emotion and drive real outcomes by combining both creativity with the next generation of advertising technologies like data science-driven automation and artificial intelligence.

"We look forward to building the AdColony brand around this positioning and hope to help elevate the state of mobile advertising.”