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Scaling in a Cookie-less World

Posted by Ashesh Mazumdar on Aug 7, 2019 10:52:31 AM

The Challenge

Apple’s ITP restrictions1, changes to Google Chrome2, in addition to Firefox’s Enhanced Tracking Protection3 (though limited in impact due to usage on mobile) while intentioned to improve privacy for users, are largely impacting advertisers dependent on 3rd party cookies used to identify and activate against target segments.

With fewer bids against iOS users’ ad requests, this results in a severe under-valuation as campaigns are being largely delivered against Android users -- at least while their cookies are still accessible. This is a huge miss given iOS users comprise nearly 54%4 of the market and spend twice as much as Android users5.

As 3rd party cookie accessibility to marketers slowly diminishes, targeting off of publishers’ first party cookies presents its own list of challenges:

  1. It requires matching each of your segments against a publisher’s data pool on an individual basis (think back to the days of having to work with 20 different publishers separately before the rise of an aggregator)
  2. Audience matching doesn’t solve for cross-domain tracking
  3. Any attempt by Apple and/or Google to provide their own IDs to enable such identification and cross-domain tracking has the potential to run into anti-competitive practices

Research has confirmed mobile is now the single most-used platform for media consumption, making it a key component to a brand’s overall marketing strategy6. So the challenge becomes, how do you reach the right audience in a cookie-less world?

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Topics: Mobile, Performance, KargoKnowledge, cookies

Web vs App 2019

Posted by Joshua Blum on Jul 23, 2019 9:33:23 AM

Update from 2017’s landmark Web vs. App report presents new opportunities on mobile for advertisers 

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Topics: Kargo, Ad Tech, Mobile, Digital Advertising, KargoKnowledge

Kargo’s Marketplace 10x Cleaner than Industry Average

Posted by Becca Poeta on Jul 15, 2019 1:49:20 PM

Kargo's Curated Marketplace Boasts Less Than 0.3% of Invalid Traffic Following Implementation of White Ops' MediaGuard.

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Topics: Ad Tech, Brand Safe, Mobile, Digital Advertising, Performance, fraud, keepitclean

FIVE MOBILE DESIGN BEST PRACTICES

Posted by Melyssa Cramer on Oct 11, 2018 11:54:03 AM

The mobile landscape is ever-evolving, but our core best practices have remained constant for our award-winning design team at Kargo. Follow along below for our top five mobile design principles to see how we keep our units looking as fresh as the latest Yeezys.

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Topics: Ad Serving, Ad Tech, Mobile, Digital Advertising, Creative

4 METRICS TO CONSIDER WHEN SELECTING WHERE YOUR ADS RUN

Posted by Lauren O' Keefe Hendricks on Sep 15, 2018 10:02:48 AM

When I started working at Kargo three years ago, I was given one goal: to upgrade and expand the quality of our publisher inventory. The sole criteria at the time? Whether or not the title was a household name.

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Topics: Ad Serving, Ad Tech, Mobile, Digital Advertising, Addressable, Performance, Scale

THE NEW STANDARD FOR BETTER ADS

Posted by Tal Ackerman on Feb 12, 2018 12:16:42 PM

On February 15th, Google released a new ad blocker within Chrome designed to weed out the most annoying and intrusive digital ad formats. Who determines which ads will be blocked and which will live on is the Coalition for Better Ads (CBA)—an independent committee of international online media organizations, advertising trade associations and advertisers with a shared interest in keeping online advertising unobtrusive, benevolent and safe for the end user.

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Topics: Ad Tech, Mobile, Digital Advertising, Publishers

WHY YOUR MOBILE ADS HAVE LOW ROAS

Posted by Ed Romaine on Jan 24, 2018 10:40:40 AM

Originally ran on ANA's Marketing Knowledge Center on January 14, 2018 

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Topics: Ad Serving, Ad Tech, Mobile, Digital Advertising, Addressable, Performance

CAN MOBILE AND TV TEAM UP?

Posted by AJ Mathew on Dec 6, 2017 10:29:16 AM

There was a time in our industry when traditional platforms like TV and print were our only focus. Advertisers loved this model. It was simple; find a show with a good Nielsen rating, the right audience, and a reasonable price tag, and boom—a guaranteed viewership. No bots, no fraud, no unknowns. But now we live in a world where we’re virtually glued to our mobile devices. Our smartphones are these highly personalized, task oriented devices that are extensions of ourselves. And nearly any traditional media content that’s out there—in TV, print or radio—is available on our phones.

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Topics: Ad Serving, Ad Tech, Mobile, Digital Advertising, Addressable

BRINGING ART TO AD TECH

Posted by Brittany Bobo on Aug 2, 2017 12:18:39 PM

Designer Stefan Sagmeister once said, “You can have an art experience in front of a Rembrandt… or in front of a piece of graphic design.” In other words, meaningful work isn’t exclusive to just fine art. When designing with intent, you can leave an artful impression on someone in the digital age, no matter the medium or creative hurdles. I know this, because as a mobile ad designer, I encounter these hurdles on a day-to-day basis.

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Topics: Ad Serving, Ad Tech, Mobile, Digital Advertising, Creative

THINK SMALL: SMARTER VIDEO PRACTICES FOR SMARTPHONES

Posted by Ed Romaine on Jun 15, 2017 10:57:34 AM

To put things into perspective, let’s remember that radio was the most important medium in 1951, representing a $210 million dollar business compared to mere 12.3 million for TV.

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Topics: Ad Serving, Ad Tech, Mobile, Digital Advertising

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