Celtra Expands AdCreator to Include Cross-screen Viewability

celtra cross screenCeltra has added a set of analytics functions for its AdCreator 4 cross-screen HTML5 technology which include the ability to measure viewability metrics in cross-screen interaction, both in-app and within the mobile web.

The expansion of analytics tools also includes metrics to measure accidental ad expansion and performance benchmarking. The tools will enable agencies and media suppliers to reliably track campaign performance in the cross-screen world, and supports all nine Media Ratings Council required viewability metrics.

“Celtra has always been a huge advocate of transparency and fairness in ad space,” said Matevz Klanjsek, co-founder and chief product officer at Celtra. “For our viewability metrics release weve partnered with both media owners and buyers to explore together how ad viewability can improve the quality of advertising, not only on mobile web and desktop, but also in mobile apps.

“These new metrics will not only offer our partners a much better insight into the quality of ad inventory, but also enable them to use a set of exciting new ad formats weve built using new ad viewability capabilities.”

The tools are being road-tested by Celtras launch partner, MediaCom, along with other selected media suppliers, to learn about the impact cross-screen viewability has, and what effect current guidelines have in the advertising industry.

“Measurement is everything when it comes to delivering effective mobile campaigns and strategies, and Celtras new capabilities are very welcome indeed,” said Ben Phillips, global head of mobile at MediaCom. “By understanding the cross-screen impact of our campaigns, we can work more efficiently and deliver a more consistent consumer experience.”