US media giant NBCUniversal has joined forces with Kargo, a mobile ad company, to create ‘the largest brand-safe platform in mobile’. The strategic sales partnership joins NBC’s media and digital portfolio with Kargo’s advertising technology.
The pair will now approach the Upfront marketplace together, offering mobile advertising solutions that can access ‘more than 170m mobiles users over more than 80 premium publisher properties across the mobile web and apps’.
“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 for advertising sales and client partnerships at NBCUniversal.
As part of the partnership, NBC will also make its portfolio of mobile properties available to advertisers over the Kargo platform. The pair also plan to develop advertising products and data targeting capabilities together.
Furthermore, in a bid to ensure brand safety and viewability, the partnership’s offering will include third-party measurement provider integrations from the likes of Moat, Integral Ad Sciences, Nielsen, comScore, and more.