Mobile brand advertising specialist Kargo has unveiled a strategic partnership with Celtra, which is focused on bringing Celtra’s vertical video ad solutions to market across the premium publishers in Kargo’s invitation-only mobile brand marketplace.

The partnership will enable Kargo to activate jointly-created video formats powered by Celtra’s mobile video technology across its existing premium publisher base. In addition, it will enable Celtra’s short-form vertical video units to be embedded in unique placements on these publishers’ properties, made possible by Kargo’s proprietary technology.

The companies note that currently, the majority of mobile video ads are in-stream, relying on technology that was not designed for the mobile screen. Additionally, many marketers are trying to run unmodified TV spots against short-form mobile content. Celtra’s vertical video technology is designed to provide the best mobile experience across all display inventory on all major platforms – full-screen HD, short form video experiences that load and auto-play instantly in any environment.

“It is becoming obvious that users aren’t willing to tolerate poor advertising user experiences on mobile,” said Mihael Mikek, CEO and co-founder of Celtra. “The market needs better solutions that are designed for today’s content consumption trends. Through our partnership with Kargo, we will be able to combine our newest technology with their breakthrough creative capabilities and premium inventory to deliver turn-key solutions for advertisers that really move the needle.”