Mobile ad firm Kargo made a sizable shift to programmatic advertising a couple years ago. Now it’s shifting back to more direct sales tactics with a new ad format that publishers like The Hollywood Reporter, Food Network, and Complex are running.
The ad format uses contextual and sentiment targeting, which addresses data privacy laws like Europe’s GDPR and the upcoming California Consumer Privacy Act, CEO Harry Kargman said.
Kargo has also hired its first chief revenue officer and staffed up its West coast and Midwest sales teams.
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A couple years ago, mobile advertising firm Kargo flipped its $100 million business from selling custom banners to building programmatic software for publishers.
Now, it’s shifting back to direct sales with a new ad format that the company says addresses privacy laws like Europe’s General Data Protection Regulation and the upcoming California Consumer Privacy Act.
Kargo is also bulking up its sales ranks, hiring as its first CRO Johnny Horgan, who was SVP of sales and partnerships at Amobee and also worked in advertising roles at Facebook and Microsoft. Kargo has also hired new head of sales on the West Coast and Midwest, Troy Trouter and Vlad Strelsov.
Kargo’s president and COO Ryan McConville recently left for an EVP role at NBCUniversal, and Kargo said that it does not plan to immediately fill his role.
“Kargo has invested in technology for the better half of two years to better enhance new creative formats but to do so in a way that establishes us as a programmatic leader,” said CEO Harry Kargman. “We finally feel like we’re set up for the next trajectory of growth.”
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Source:: Business Insider