• by Tyler Loechner  @mp_tyler, June 26, 2014

Mobile ad tech firm Celtra on Thursday announced an upgrade to AdCreator, its analytics platform, to include viewability measurement for ads in mobile apps and on the mobile Web. The technology works on both smartphones and tablets. Celtra already measures viewability for desktop ads.  

The company claims the technology adheres to all Media Rating Council (MRC) and Interactive Advertising Bureau (IAB) guidelines and requirements for viewability and tracking techniques. Celtra is not yet an MRC-accredited viewability vendor.

Celtra made the upgrade to its analytics platform to keep pace with -- or perhaps set the pace of -- the ad tech industry’s push toward supporting omni-channel campaigns.

“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,” stated Matevz Klanjsek, co-founder and chief product officer at Celtra.

WPP’s MediaCom will be the first agency to test the new technology, per a release. Celtra acknowledges that it’s unsure what the impact of its new tech will be, writing in a release that MediaCom will be “road-test[ing]” the new tech to “explore and learn more about the impact of cross-screen viewability, relevance and the effect of current guidelines in the advertising industry.”

“Measurement is everything when it comes to delivering effective mobile campaigns and strategies,” stated Ben Phillips, global head of mobile at MediaCom. He added that the end goal of using cross-screen measurement tools is to “deliver a more consistent consumer experience.”