26 June, 2014
: Celtra Inc., provider of the first cross-screen HTML5 technology for brand advertising, today announced the release of the new AdCreator analytics which includes cross-screen viewability metrics, accidental ad expansion tracking and performance benchmarking.
Celtra is the first to provide viewability metrics on both in-app and mobile web environments, with viewability supported across all screens including smartphones, tablets and desktop. This unique ability to unify metrics across all devices signifies a vital step towards the realisation of a cross-screen display advertising era of actionable and relevant campaign measuring.
The cutting-edge technology found in AdCreator analytics allows agencies, media suppliers and brand leaders to reliably track viewable impressions and intentional ad expansions, as well as other common metrics, via a comprehensive and easy-to-use dashboard. AdCreator 4 fully supports all nine Media Ratings Council (MRC) required viewability metrics, which are exposed on the analytics dashboard, and through the AdCreator analytics API. It also adheres to Interactive Advertising Bureau (IAB) guidelines for metrics and tracking techniques used for both browser and in-app.
The new tools will be road-tested by launch partner MediaCom, along with selected media suppliers, to explore and learn more about the impact of cross-screen viewability, relevance and the effect of current guidelines in the advertising industry. MediaCom, who recently partnered
with Celtra to deliver more effective advertising opportunities to its clients, will have exclusive access to the technology for its global accounts for a short period.
“Celtra has always been a huge advocate of transparency and fairness in ad space. For our viewability metrics release we’ve 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”, said Matevz Klanjsek, Co-founder and Chief Product Officer, Celtra. “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 we’ve built using our new ad viewability capabilities.”
“MediaCom is leading the industry in bridging the gap between cross-screen creative, tracking and attribution. Measurement is everything when it comes to delivering effective mobile campaigns and strategies, and Celtra’s new capabilities are very welcome indeed. By understanding the cross-screen impact of our campaigns, we can work more efficiently and deliver a more consistent consumer experience. This partnership is part of many mobile firsts that demonstrate MediaCom’s continued focus on mobile, digital and new technology”, said Ben Phillips, Global Head of Mobile, MediaCom.
The new AdCreator analytics also offers accidental ad expansion tracking for mobile ad units to provide even more transparency into ad campaigns. Celtra’s groundbreaking, accurate and scalable method for analysing ad expansion is based on unique temporal tracking that uses key interaction events in the expansion process and incorporates viewability tracking, providing users with exceptionally high accuracy. In addition, Celtra now offers key performance metrics, such as expansion rate, engagement rate and dwell time, which are benchmarked to offer advertisers better tools for understanding the success of their campaigns and deliver a higher ROI to clients.
AdCreator 4 empowers the delivery of more relevant, effective and engaging content to consumers with greater reliability and deeper insights into performance. To learn more about Celtra and AdCreator 4, please visit our website
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