December 09, 2013

Adobe’s Todd Taplin Joins Celstra to Further its HTML5 Ad Growth

Celtra is well-known for its rich media mobile ad creation, serving and analytics so, in other words, it’s a company that’s pretty familiar with HTML5. Recently, the company appointed Todd Taplin as executive vice president of Global Sales, Strategy and Services. Taplin joins Celstra from his position as VP of Adobe’s (NewsAlert) Advertising Group, which means he’s an excellent candidate for helping Celstra further its HTML5 display technology. In fact, the company’s new EVP seems excited about doing just this.

“Celtra has a disruptive HTML5 display technology, which has a huge potential in the market beyond just mobile rich media advertising,” said Taplin in a statement. “By combining creation, ad serving and analytics into a single integrated platform, Celtra can deliver real-time highly optimized ad experiences across devices, channels and various infrastructures better than any other company that I have encountered. Celtra's product architecture is designed for real-time advertising and provides a strong advantage on the campaign analytics side.”

Prior to his time at Adobe, Taplin was chief revenue officer for Collective during a huge phase of growth for the company and, prior to that, he ran sales and operational organizations at Yahoo and [24]7 Media. This experience gives him the exact type of knowledge Celtra believes will be crucial to its market growth strategy.

So far, 2013 has already proven a solid year for Celstra, which has seen triple digit, record growth during the period. A large part of this success stems from its AdCreator 3 platform which offers highly desired self-service ad creation, serving and analytics capabilities to a growing number of clients around the world.

One could argue that Celstra’s shift of focus toward HTML5 has also been a major factor in its recent growth. However, not everyone is quite ready to embrace HTML5 to the same degree, which is why a hybrid approach is often recommended.

Appropriately, Adobe developer evangelist Paul Trani will be talking about the importance of hybrid development at this week’s DevCon5 HTML5 and mobile app developer conference. The session, entitled “Hybrid Economics 101,”takes place tomorrow at 10:15 a.m.

Edited by Ryan Sartor


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