adMarketplace Launches AMP Discover to Improve the Consumer Search Journey By Powering Advertising in Opera's Aria AI Chat Application

Rhea-AI Summary

adMarketplace (NYSE:OPRA) on October 8, 2025 launched AMP Discover, an AI-native search ad product that integrates sponsored product and text placements into Opera's Aria browser AI assistant.

AMP Discover uses vector-based intent matching via the AMPlify DSP and Arena engine to select from over 500 million text and product ads in under 20 milliseconds, and is designed to route users from AI chat search to products. The company cites consumer metrics (60% expect AI shopping; 31% start searches with AI) and positions the product to expand advertiser reach into AI chat surfaces worldwide.

Positive

• Integration live in Opera Aria starting Oct 8, 2025
• Selects from >500 million ads in under 20 ms
• Built on AMPlify DSP and Arena ad engine for AI-native ad delivery

Negative

• No financial terms or expected revenue impact disclosed
• No exclusivity, contract value, or publisher revenue share detailed

Insights

Product/Ad Tech Strategist

adMarketplace launched AMP Discover into Opera's Aria to surface product ads inside AI chat; availability begins Oct 8, 2025.

AMP Discover embeds sponsored product and text ads directly into AI chat via Opera's Aria, using the AMPlify DSP and Arena engine to select from over 500 million ads in under 20 milliseconds. The product emphasizes vector-based intent matching and claims to connect ads to expressed commercial intent in AI-native search surfaces.

The announcement links the product to increased reach across AI chat and cites user behavior statistics (60%, 31% vs 21%) as context for adoption. Key dependencies include actual adoption within Opera's Aria, measurable engagement rates for the embedded placements, and advertisers' willingness to supply inventory to the AMPlify DSP; those factors will determine any revenue uplift.

Watch for Opera integration metrics and advertiser uptake now that AMP Discover is available in Aria, and track short-term operational signals such as ad selection latency and initial engagement within Q4 2025 to assess traction.

New AI search product delivers ads within Opera's Aria AI, unlocking engaging native experiences for its users.

NEW YORK, Oct. 8, 2025 /PRNewswire/ -- adMarketplace, the leader in Native Search™ advertising, today announced the launch of AMP Discover, a transformative media product built to power the next generation of consumer search within AI chat surfaces. AMP Discover is launching in Opera Aria, the Opera browser's built-in AI assistant, to deliver a seamless AI search and shopping experience through relevant product ads for users worldwide. 

AMP Discover sets a new standard for speed, relevance, and scale in AI-native search. It leverages advanced vector-based intent matching and integrates seamlessly with AI Chat applications, allowing consumers to transit directly to products from search ads matched to their expressed commercial intent within these surfaces.

Research shows that 60% of consumers say AI will become the standard for online shopping, and today 31% begin their search journey with AI vs. 21% on legacy search engines.

Powered by adMarketplace's AMPlify DSP platform and Arena ad selection engine, AMP Discover selects from over 500 million text and product ads in under 20 milliseconds using advanced vector search. It enables advertisers to reach consumers directly within AI-powered environments and publishers to drive yield from more engaging search experiences.

"AMP Discover is built to power the next era of search advertising," said Adam J. Epstein, Co-CEO and President at adMarketplace. "Our partnership with Opera is an innovative collaboration to help consumers find novel and relevant products and brands directly within AI chat surfaces."

Key Features of AMP Discover:

• Greater Consumer Reach: Unlocks AI chat surfaces beyond legacy search engines for advertisers to reach new consumer demand at scale.
• Intent-driven Performance: Connects searchers with relevant and novel ads at the moment they are considering a purchase, driving high conversion rates.
• Vector-based Ad Selection: Selects ads based on expressed intent using cutting edge vector based matching technology to, ensuring users receive novel ads relevant to their intent.
• AI-Native Monetization: Embeds sponsored placements (product ads, text ads, and tiles) natively into chat surfaces within AI environments.

"Partnering with adMarketplace to bring AMP Discover to Opera's Aria browser AI gives our users a more engaging and seamless way of finding products and services," said Piotr Majewski, Product Director, PC & Gaming at Opera. "This collaboration will make it easier for our users to discover, evaluate, and purchase products in real time."

AMP Discover is now available in Opera's Aria browser AI assistant, allowing Opera's global user base to benefit from contextually relevant shopping and content experiences within their browser.

About adMarketplace  
adMarketplace has been the leader in Native Search™ advertising for over 25 years. We deliver relevant search ads that are native to the apps, sites, and platforms consumers actively use, outside of legacy search engines. The world's largest advertisers achieve efficiency and incremental campaign results from adMarketplace's exclusive media. As a two-sided marketplace, we also serve as the leading monetization partner for publishers on the open web. Our mission is to shape the consumer journey with relevant native search ads, and to measure media value transparently to deliver performance at scale. Learn more about us by visiting ourwebsite and following us on LinkedIn and Instagram.

About Opera
Opera is a user-centric and innovative software company focused on enabling the best possible internet browsing experience across devices. Hundreds of millions worldwide use Opera's mobile and desktop browsers for their speed, security, and unique features, enhanced with integrated AI that enables users to navigate and interact with the web in new transformative ways. Founded in 1995 and headquartered in Oslo, Norway, Opera is listed on the Nasdaq stock exchange under the ticker symbol "OPRA". Download Opera products from opera.com and learn more about Opera at investor.opera.com.

Media Contact:
Haidi Kelly, SVP of Marketing, adMarketplace hkelly@admarketplace.com
Julia Szyndzielorz, Director of Global Communications, Opera julias@opera.com 

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SOURCE adMarketplace

FAQ

What is AMP Discover from adMarketplace (OPRA) and when did it launch?

AMP Discover is an AI-native ad product that embeds sponsored product and text ads into AI chat; it launched on October 8, 2025 in Opera Aria.

How fast and large is AMP Discover's ad selection capability?

AMP Discover selects from over 500 million text and product ads in under 20 milliseconds using vector-based matching.

Which Opera product uses AMP Discover and who sees the ads?

AMP Discover is integrated into Opera's Aria browser AI assistant, delivering ads to Opera's global user base within AI chat searches.

How does AMP Discover match ads to user intent for OPRA advertisers?

It uses advanced vector-based intent matching to align ads with expressed commercial intent inside AI chat surfaces.

Does adMarketplace disclose expected revenue or deal value for the Opera integration?

No; the announcement does not disclose financial terms, expected revenue, or contract value for the Opera partnership.

What consumer search trends does AMP Discover reference to justify the product?

The announcement cites research that 60% of consumers expect AI for online shopping and that 31% now begin searches with AI versus 21% on legacy engines.