• by Mark Walsh  @markfwal, June 16, 2011

Mobile rich media ad provider Celtra has introduced an upgraded version of its self-serve system launched last year. The update to its AdCreator solution provides new features to streamline rich media advertising and eliminate the need for custom coding. That includes new functionality for optimizing ad placements automatically according to device, more format options such as auto-expand, integrated A/B testing to test creative, and expanded analytics for interactions within rich media ads.

Celtra's system promises to let anyone quickly build, manage and track rich mobile campaigns via a drag-and-drop process without requiring installation of any proprietary SDKs. Brands that have run campaigns using AdCreator include Marriott, Evian, Jones New York and Volvo. Competitors that have recently rolled out their own self-serve systems for rich mobile advertising include Medialets and Crisp Media.