WPP and Unilever Invest in Ad Tech Firm Celtra

WPP has acquired a minority stake in US-based mobile display ad specialist Celtra, whose AdCreator tool provides viewability metrics across both in-app and mobile web environments. Unilever is another participant in the $15m financing round.

Led by founder and CEO Mihael Mikek (pictured) and focused on cross-screen ad technology, Celtra employs more than 160 staff from its HQ in Boston and offices in Slovenia, New York, London, San Francisco and Sydney. Last year, its AdCreator solution was accredited by the Media Rating Council (MRC), for its measurement of served display and rich media ad impressions and ad engagement metrics across multiple screens.

In 2015, the firm partnered with WPP's media agency MEC, to provide the latter's clients with access to Celtra's customer benchmarking data, as well as to the AdCreator platform. WPP says the investment continues its strategy of focusing on technology, data and content, and digital assets.

Web site: www.celtra.com .