Creative Goes Programmatic

By David Murphy

Celtra is aiming to enable the automation of personalisation in ads brought programmatically

Celtra is aiming to enable the automation of personalisation in ads brought programmatically

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 …read more

Source:: Mobile App News

      

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