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US-based browser and mobile software company Opera Mediaworks (OMW), in a bid to expand its footprint in the African market, has acquired South Africa-based AdVine Mobile

Sarah Utermark, CEO of AdVine Mobile, said, “We will continue to trade as AdVine Mobile in the short-term, but we now have access to a global network of premium publishers, which also strengthens our reach and position in Africa.”

According to AdVine Mobile, the Opera Mini browser attracts over six million monthly users in South Africa because the browser works on several feature phones and smartphones.

Mahi de Silva, CEO of OMW, added, “Mobile web usage in Africa is one of the highest globally and the continent’s dynamic mobile industry remains an incredible place of growth. We are excited to be able offer an unrivalled reach to brands looking to tap into the burgeoning African market as part of OMW’s global mobile advertising platform.”

Utermark noted that AdVine Mobile plans to expand its team and that the company is currently recruiting a number of key positions for South Africa as well as Africa.

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