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»celtra

Unilever And WPP Stake A $15 Million Claim In Celtra – A Clear Sign Of The Agency/Client Relationship In Flux

The in-housing trend continues to reshape agency and ad tech relationships. CPG giant Unilever announced on Wednesday that along with WPP it will invest $15 million in mobile creative management platform Celtra. The move aligns with Unilever CMO Keith Weed’s rather blunt approach to marketing strategy. “Get out of marketing if you’re not going to... Continue reading »
by Alison Weissbrot // June 21st, 2017 //
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How Creative Responsibilities Are Coming To Tech And Media Agencies

When many creative agencies failed to pivot into mobile, tech and media companies converged on their own solutions. “Creative agencies were disinterested in making experiences for mobile,” said James Chandler, mobile director for the GroupM agency Mindshare. After all, app-oriented mobile campaigns aren’t built around flashy art or high-production videos. While this mentality frustrated him... Continue reading »
by James Hercher // January 27th, 2016 //
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Programmatic Creative Across Devices: The Opportunity And The Challenge

Digital advertisers often become enamored with ad tech at the expense of creative. "We are still miles from being able to generate great varieties of good creative to suit the various permutations of user brand environment,” said Chris Stark, SVP of product marketing for Grapeshot, a UK software company that does algorithmic ad optimization. Defining... Continue reading »
by Liz Rowley // June 15th, 2015 //
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Apple’s ‘1984’ TV Commercial Holds Lessons For Today’s Mobile Video Ads

"On TV And Video" is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Matevz Klanjsek, co-founder and chief product officer at Celtra. Ridley Scott produced two masterpieces early in his career: “Blade Runner” in 1982, which some considered the greatest science fiction film ever made, and the... Continue reading »
by AdExchanger // June 1st, 2015 //
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Mobile Banners Won't Move Dollars From Desktop

Hearst Magazines UK was looking for a way to take its mobile strategy from out of the box to outside the box. “We definitely had a history of 320 x 50 mobile banners,” admitted Rob Wilkin, head of commercial product at Hearst UK, which is home to 26 titles including Cosmopolitan, ELLE, Esquire, Good Housekeeping,... Continue reading »
by Allison Schiff // May 27th, 2015 //
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MediaCom And Celtra Seek To Streamline Mobile Advertising

Media agency MediaCom launched a partnership with mobile ad creation and analytics platform Celtra on Wednesday, a year after the two began working together. The two companies hope to develop solutions that simplify the management, observation and delivery of mobile advertising. Traditionally, these steps required clients to work with individual publishers and multiple tools. In... Continue reading »
by Liz Rowley // March 14th, 2014 //
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Centro Expands Locally Focused 'Brand Exchange' To Mobile, Tablet Inventory

Centro is bringing mobile and tablet ad inventory to its programmatic display ad serving system, called Brand Exchange. Publishers and agency trading desks AdExchanger spoke with view the offering as a way to further unlock the largely untapped local ad market. While mobile and tablet usage is growing, it's still a mere fraction of the... Continue reading »
by David Kaplan // June 24th, 2013 //
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Q1 Update: Mobile RTB Expands With Tablets, Rich Media And Location

After a strong 2012 holiday season for mobile advertising, marketers took a step back in the beginning of 2013, then charged ahead again toward the end of the first quarter. In AdExchanger's third quarterly mobile roundup, mobile ad networks and companies found that rich media, targeting and the rise of tablets drove expansion in the... Continue reading »
by Kimberly Maul // May 9th, 2013 //
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Capcom Targets Mobile Users Via Social In New Ad Campaign

In its latest advertising campaign, for the new game Devil May Cry, Capcom used targeted social media ads to engage with its audience through mobile devices in the U.K. The campaign included organic tweets and posts on Twitter and Facebook, with the gaming company promoting several specific posts on both networks, targeted to current followers... Continue reading »
by Kimberly Maul // February 11th, 2013 //
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CEO Mikek On Celtra And Rich Media Ad Biz Today

Having “incubated” rich media mobile ads firm Celtra in 2006 while he finished his graduate studies at Babson College, CEO Mihael Mikek has seen the pre-smartphone days when SMS ads were all the rage. Eventually the mobile market began to take off and after grabbing $7 million in funding since 2010, the Boston-based company has... Continue reading »
by John Ebbert // December 20th, 2012 //
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