MRC Accredits Celtra's AdCreator Measures

In the US, the Media Rating Council (MRC) has accredited Celtra's AdCreator platform for its measurement of served display and rich media ad impressions and ad engagement metrics on desktop, mobile web, and mobile in-app environments.

Boston-based Celtra offers cross-screen HTML5 technology for advertising on smartphones, tablets and desktop. Its 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 firm says the accreditation reaffirms its commitment to developing measurement standards that continue to help set industry guidelines. CEO and founder Mihael Mikek (pictured) adds: 'Measurement is at the core of AdCreator and we strongly believe that measuring consistently and across the entire ecosystem is crucial to understanding the true value of digital display advertising. The MRC accreditation exemplifies our continued commitment to measurement at the highest level of confidence for our clients and we are proud to achieve this important industry standard of quality'.

Web sites: www.mediaratingcouncil.org and www.celtra.com .