Celtra obtains Amazon Ads certification for creative platform

Celtra announced on April 17, 2025, just two days ago, that its Creative Enablement platform has secured certification from Amazon Ads. The certification establishes full compatibility between the creative tags generated on Celtra's platform and Amazon DSP, enabling advertisers to create and deploy visually compelling campaigns utilizing Amazon's inventory and data resources.

The technical integration addresses a significant operational gap for digital marketers who previously faced challenges when attempting to transfer creative assets between design platforms and Amazon's advertising ecosystem. With this certification, creative teams can now produce assets within Celtra's environment and implement them directly across Amazon DSP's inventory without manual reformatting or tag adjustments.

"Becoming Amazon Ads certified underscores our commitment to providing advertisers with easy access to premium creative, across a growing pool of advertising ecosystems," said Miha Mikek, CEO of Celtra. This statement highlights the strategic significance of the partnership for the advertising technology firm as it continues expanding its integration capabilities with major advertising platforms.

The certification arrives at a critical juncture for digital advertisers. As competition for consumer attention intensifies across digital channels, the efficiency of campaign production and deployment processes has become increasingly crucial. Technical integrations that reduce friction points in campaign workflows directly impact marketing teams' ability to respond promptly to market opportunities.

Celtra's certification provides two primary technical benefits for advertising professionals. First, it delivers complete tag compatibility, allowing users to create high-quality creatives within Celtra and activate them across Amazon DSP's inventory without manual tag manipulation. Second, it establishes an optimized workflow system, reducing manual processes and enabling more efficient campaign management through the integration of Celtra's creative capabilities with Amazon DSP.

Digital advertising complexity has grown substantially in recent years, with creative assets needing to function seamlessly across multiple platforms, devices, and formats. This technical challenge often requires specialized knowledge and time-consuming adjustment processes. The Celtra-Amazon integration addresses these technical hurdles by establishing a standardized pathway between creative production and deployment on one of digital advertising's most substantial platforms.

The certification carries particular significance for retail media networks, which have emerged as a dominant force in the digital advertising landscape. Amazon's advertising ecosystem represents one of the largest opportunities in this sector, with access to extensive consumer purchase data and high-intent shopping audiences. Celtra's integration unlocks this potential for creative teams who can now deploy sophisticated creative executions targeting these valuable consumer segments.

Technical performance metrics represent another critical dimension of this certification. Celtra's platform produces lightweight creative assets that load up to 30% faster than industry standards. This performance characteristic becomes particularly valuable when deploying campaigns across Amazon's vast inventory, as improved load times correlate directly with viewability metrics and campaign performance outcomes.

Media measurement represents an additional technical benefit from this integration. Celtra's reporting capabilities include over 100 standard industry metrics that provide actionable data on campaign performance. The integration with Amazon DSP enhances these measurement capabilities by connecting creative performance data with Amazon's robust audience and conversion metrics.

For media agencies managing multiple brand relationships, the operational efficiencies created by this certification translate into meaningful workflow improvements. The ability to design creative assets once and deploy them across Amazon's ecosystem without technical modifications reduces production timelines and minimizes potential error points in campaign execution. This streamlined approach allows agency teams to focus resources on strategic and creative optimization rather than technical implementation challenges.

The integration between Celtra and Amazon also addresses a growing technical challenge in the advertising industry: creative personalization at scale. By combining Celtra's creative capabilities with Amazon's data resources, advertisers gain enhanced capabilities to deliver tailored creative experiences to specific audience segments. This technical functionality has become increasingly important as consumers demonstrate preference for advertising experiences that reflect their interests and needs.

Industry analysts note that integrations of this nature represent a significant trend in advertising technology development. As the technical complexity of digital advertising continues increasing, platforms that successfully establish certified connections with major advertising ecosystems create substantial operational value for marketing teams. The Celtra-Amazon certification exemplifies this trend by connecting creative production capabilities with one of digital advertising's most substantial deployment channels.

The timing of this certification aligns with broader industry movement toward streamlined advertising workflows. Multiple market factors, including resource constraints at agencies and brands, have accelerated demand for integrated technology solutions that reduce operational friction points. The Celtra-Amazon certification directly addresses these market conditions by eliminating technical barriers between creative production and deployment.

Technical specifications of the integration include full support for rich media and HTML5 creative formats. Celtra's platform enables the production of interactive advertising experiences that maintain their functionality when deployed through Amazon DSP. This technical capability allows creative teams to design engaging user experiences without concerns about format compatibility or functionality limitations.

Video advertising capabilities represent another significant dimension of the certification. Celtra's platform supports premium video ad creation with its state-of-the-art builder, and these video assets now deploy seamlessly across Amazon's video inventory. This technical capability becomes particularly valuable as video consumption continues growing across Amazon's properties, including its connected TV offerings.

The certification process itself required Celtra to meet Amazon's technical standards for creative compatibility, security, and performance. While specific details of these requirements remain confidential, industry standards typically include testing for proper rendering across devices, adherence to file size limitations, and compatibility with tracking implementations. Celtra's successful navigation of this certification process indicates its platform meets these technical benchmarks.

For the marketing community, this certification holds particular significance. The integration streamlines one of digital advertising's most challenging workflows – connecting creative production with media deployment on retail platforms. By eliminating technical barriers between these functions, the certification enables marketing teams to implement more sophisticated creative strategies while reducing production timelines and technical resources required for campaign activation.

Additionally, the certification potentially expands access to Amazon's advertising ecosystem for a broader range of marketers. By simplifying the technical requirements for deploying campaigns on Amazon DSP, the integration may enable smaller marketing organizations with limited technical resources to utilize this valuable channel more effectively. This democratization effect could increase competition within Amazon's advertising marketplace while providing consumers with more diverse advertising experiences.

Miha Mikek emphasizes that "this integration opens the door for our users to leverage premium creative on top of data-driven strategy on one of the industry's most powerful platforms." This observation highlights the strategic significance of combining creative capabilities with data-driven campaign execution – a combination that has proven increasingly valuable in digital advertising effectiveness.

The certification arrives as retail media networks continue gaining prominence in advertising budget allocations. Recent industry forecasts project sustained growth in this sector, with Amazon maintaining a dominant position. Celtra's strategic decision to prioritize certification with Amazon's platform aligns with these market dynamics, positioning the company to participate in this growth trajectory.

Timeline

• April 17, 2025: Celtra announces Amazon Ads certification for its Creative Enablement platform
• April 19, 2025: News article published analyzing the certification and its implications for advertisers
• Ongoing: Advertisers can now create high-quality creatives within Celtra and have them ready to activate across Amazon DSP's inventory without manual tag adjustments
• Future: The integration is expected to enhance creative potential and audience targeting, combining Celtra's design tools with Amazon DSP's advertising ecosystem