Celtra Debuts In-App and Mobile Web Viewability Metrics

Mobile display ad specialist Celtra has expanded its proprietary AdCreator tool, to provide viewability metrics across both in-app and mobile web environments.

Founded in 2006, Boston-based Celtra offers cross-screen HTML5 technology for advertising on smartphones, tablets and desktop. The latest version of the firm's AdCreator analytics tool includes cross-screen viewability metrics; accidental ad expansion tracking for mobile ad units; and performance metrics such as expansion rate, engagement rate and dwell time, which are benchmarked to help advertisers understand the success of their campaigns.

The new tools will be road-tested by WPP's MediaCom and selected media suppliers, to explore and learn more about the impact of cross-screen viewability, relevance and the effect of current guidelines in the ad industry.

Matevz Klanjsek (pictured), Celtra's co-founder and Chief Product Officer, comments: '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 new ad viewability capabilities.'

Web site: www.celtra.com .