• by Mark Walsh  @markfwal, June 26, 2012

Mobile rich media ad firm Celtra on Tuesday announced the latest version of its AdCreator platform, boasting 70 new ad features. The company said AdCreator 3 also included an overhaul of the user interface to improve the ad-building experience and provide additional working area.

Celtra’s system allows users to create HTML5-based rich media display ads that run within mobile apps and on the mobile Web across smartphones and tablets and different mobile operating systems.

Last year, the company integrated the IAB’s Mobile Rich Media Interface Definitions (MRAID) into AdCreator, letting advertisers create traffic and track rich media mobile ads across a wide range of premium publishers, ad networks and DSPs. More recently, Celtra introduced an offering that helps brands create rich media versions of their Facebook presence for mobile phones.