NBCU Strikes Deal With Mobile Ad Tech Kargo

Stepping up its upfront efforts around mobile advertising, NBCUniversal has struck as deal with Kargo, an advertising technology company.

The companies say they’ll “approach the upfront marketing together” in offering ad deals for 80 mobile web/apps properties reaching 170 million users.

The partnership effort will include integrations by accredited third-party measurement providers, including Moat, IAS, Nielsen, comScore and others to validate performance.

NBCUniversal, as part of this deal, will make its mobile properties available to advertisers over the Kargo platform.

Also, as part of the agreement, the two companies will develop advertising products and data targeting -- using their respective units NBCUniversal’s Audience Studio and Kargo’s Editorial Graph and SHOPS platform.

Linda Yaccarino, chairman of advertising sales and client partnerships, NBCUniversal, stated:  “Collaborating with Kargo to create opportunities for advertisers together in a trusted, brand-safe environment will make it easier for mobile marketing campaigns to scale.”



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