Display advertising optimisation platform Celtra and media agency MEC have announced a strategic partnership with the aim of creating data-driven mobile and cross-screen display ads.

The partnership will work to bring content, data and media together, enabling advertisers to deliver the right message to the right audience at a global scale, and improving the quality and performance of mobile-first digital advertising.

Clients will be able to access Celtras proprietary customer benchmarking data and its Ad Creator 4 platform, enabling them to inform their strategic planning process and access billions of global impressions.

“Consumers have very different expectations of the content they access on these devices and for advertising to succeed, the nuances must be well understood,” said Rachel Pasqua, practice lead for mobile at MEC North America. “Our partnership with Celtra means that we can apply mobile customer insights at the earliest stages of content development, thereby empowering our clients to deliver highly relevant and customised rich media solutions that will transform the overall mobile experience and of course increase ROI.”

“Mobility has made omnichannel a reality, disrupting the outdated model of one-size fits all digital advertising,” said Anthony Mazzarella, vice president of sales at Celtra. “While the industry has predominantly been focused on media and audiences, at Celtra we have very much been focused on the message, emphasizing the importance of engaging, data-fueled creative and a superior user experience.”