Viewability Metrics Come to In-App and Mobile Web Environments

Viewability Metrics Come to In-App and Mobile Web EnvironmentsThe means to measure just got better.

Celtra Inc., creator of the first cross-screen HTML5 technology for brand advertising, has announced the release of AdCreator Analytics which includes cross-screen viewability metrics, accidental ad expansion tracking, and performance benchmarking.

Celtra, based in Boston, 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 what the company calls “actionable and relevant campaign measuring.”

The technology in AdCreator allows agencies, media suppliers, and brand leaders to more reliably track viewable impressions and intentional ad expansions, as well as other common metrics, all via a comprehensive and easy-to-use dashboard.

AdCreator 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 will have exclusive access to the new technology for its global accounts for a short time during the testing period.

“Celtra has always been a huge advocate of transparency and fairness in ad space,” says Matevz Klanjsek, Co-founder and Chief Product Officer at Celtra. “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.”

Celtra’s 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.