Advertising and PR company WPP and FMCG giant Unilever have both taken a minority stake in Celtra, a digital advertising creative management platform, following a $15m financing round.
Boston, US-headquartered Celtra, founded in 2006, has created its AdCreator platform which enables both brands and agencies to create, produce, manage and distribute digital display, video and native ads across various screens and devices. The AdCreator is said to power advertising for more than 3,500 brands from two-thirds of the Fortune Global 500, and has been used to create 250,000 ads so far – as per the Celtra website.
The mobile advertising company employs more than 160 people with offices in Slovenia, New York, London, San Francisco and Sydney joining its Boston HQ. It boasts over 400 clients from across the digital media and advertising industry including Unilever, Kargo, Netflix and Opera Mediaworks.
WPP’s investment in Celtra coincides with its $6.5m strategic investment in millennial-focused digital news company Mic.
Mic boasts more 65m unique individual views each month across multiple platforms. Founded in 2011, its advertisers and branded-content clients include Alphabet, Discover, Goldman Sachs, Marriott International, Netflix, Chanel S. A. and Microsoft. Employing 165 people, it is headquartered in New York with other offices in San Francisco, Los Angeles, Chicago, Toronto, Stockholm and Kiev.