Ad campaign from Kargo

AdLib Media Group and ad-tech platform Kargo have announced a partnership.     

AdLib is a programmatic ad buying platform utilized by mid-sized agencies, while Kargo offers brands an array of tools to launch cross-channel campaigns,   

The partnership provides AdLib’s clients access to Kargo’s suite of campaign creation tools. Kargo in turn is exposed to a wider audience, per the companies.  

Approximately 50 agencies are currently using the AdLib platform which runs inventory through about a dozen major DSPs.   

The partnership does not involve any exchange of ownership, although both firms have expansion plans.   

Kargo acquired an ecommerce firm in 2021 called StitcherAds. At the time Kargo owner Harry Kargman told The Wall Street Journal that the firm’s growth plan could include an initial public offering down the road. But so far the company remains private.  

Last year AdLib, a MediaMath spinoff, hit some turbulence when the latter filed for bankruptcy. But Adlib rebounded quickly with a repositioning as a "DSP aggregator," a pivot that was well-received in the marketplace.