NBCUniversal and Kargo have entered into a strategic sales partnership joining NBCUniversal’s media and digital portfolio with Kargo’s advertising technology capabilities and exclusive media alliances.
The goal? To create a unified mobile advertising offering based exclusively on premium content. This will provide an unprecedented single point of access reaching 100 percent of U.S. smartphone users across more than 80 premium media companies.
“With this new partnership, Kargo and NBCUniversal will approach the Upfront marketplace together with exclusive mobile advertising solutions for agency partners and advertisers that offer access to more than 170 million mobile users over more than 80 premium publisher properties across the mobile web and apps,” according to an NBCUniversal spokesperson. “The combined portfolio represents the largest brand-safe platform in mobile.”
The partnership deal also calls for NBCUniversal to make its portfolio of mobile properties available to advertisers over the Kargo platform.
“It’s not possible to overstate the significance of this partnership; we are now able to offer brand advertisers an unparalleled platform for branding in a mobile-first world,” said Harry Kargman, Kargo founder and CEO. “Marketers have been looking for alternative and incremental solutions for doing creative branding on mobile devices, and our combination of scaled premium content and beautiful, research-tested ad creatives is the answer.”
In addition, the two companies will develop advertising products and data targeting capabilities together, taking advantage of NBCUniversal’s Audience Studio and Kargo’s Editorial Graph and SHOPS platform.
“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,” said Linda Yaccarino, Chairman of Advertising Sales and Client Partnerships at NBCUniversal.