NBCUniversal Pacts With Kargo For Mobile Ads


NBCUniversal has taken a big step in reaching mobile consumers by striking a deal with mobile advertising player Kargo. 

The newly forged relationship will allow NBCUniversal to bring to fruition “the world’s largest premium ecosystem for mobile advertising.”

News of the deal surfaced Wednesday (4/12) on NBCUniversal’s CNBC network.

The chief goal of the NBCU-Kargo arrangement is to provide “one-stop shopping to place ads on 300 premium properties from 70 media companies.”

This means that an advertiser can place advertising across NBCUniversal’s digital and “traditional platforms” while also securing space on mobile sites that has a digital ad placement contract with Kargo. This means an ad could appear, according to CNBC, on a Hearst website or perhaps that of The New York Times.

The Kargo deal comes just one month before Upfront Week in New York, at which marketers are expected to hear more details on how the pact can bring advertisers access to more than 171 million consumers.

“With this joint bundle advertisers will get massive reach and frequency across all NBC properties and all of Kargo’s content partners,” said Kargo CEO Harry Kargman. “It’s the perfect combination of premium content and premium ad tech.”

The deal follows a digital advertising partnership inked in fall 2016 between NBCUniversal and Apple News.

NBCUniversal’s move is largely viewed as a way traditional TV networks and O&O parents can better compete for digital ad dollars with the two giants in the space — Google and Facebook.