Creative ad tech firm Celtra has added Programmatic Creative to its AdCreator platform. It allows advertisers to build and run data-driven dynamic creatives using information services and data analytics providers across mobile and desktop inventory. The intention is to enable brands and agencies to customize the ad creative to each type of customer and create consistency in audience targeting strategies being applied in programmatic media channels.

Programmatic Creative brings first- and third-party audience data directly into its self-service platform, where advertisers can define the rules that inform the creative. Celtra is launching Programmatic Creative with Neustar as its first data partner.

In addition to access to audience data, Programmatic Creative also provides a range of situational data signals, such as location, weather or time, which can be used individually, or combined with audience data, into more sophisticated rule sets. By bringing audience data to mobile creatives, Programmatic Creative aims to bridge the gap between cookieless mobile environments and the desktop, and to enable advertisers to run dynamically customized audience-specific creatives and match them with targeted audiences.

Mihael Mikek, Celtra co-founder and CEO, said that Programmatic Creative is “more than just an enhancement of the platform; it is our new direction and strategy for growing the business to the next level. While its still early, we believe this is a pivotal moment in our evolution, which will change our business and the opportunities that lie ahead. This technology will power all of our ad products moving forward and will become the key value in all ads we deliver in the future.”

His co-founder Matevz Klanjsek added: “Ever since the industry embraced programmatic media buying, the creative has largely been an afterthought for most advertisers. It’s been hard to automate and at the same time the efficiencies of audience buying offered enough lift to compensate for mediocre creative. Programmatic Creative is changing that by making the use of the same leading audience data providers and other data signals in creatives extremely easy and aligned with media buying processes and strategies, thus enabling advertisers to easily deliver the most relevant message to their targeted audiences.”