Fact checkers on social media are going by the wayside in favor of “community notes.”
Elon Musk’s X (formerly Twitter) kicked off the concept of “community notes” — a system in which users respond with corrections — and caused advertisers to hesitate running on the platform in favor of other media that had tighter brand safety measures.
Although the increase in reliance on the collaborative concept has advertisers and their agencies questioning how a social platform without formal fact checkers will affect brand safety, Joel Kaplan, Meta’s Chief Global Affairs Officer, reassured advertisers that the tech company will “continue to be focused on ensuring brand safety and suitability” through its suite of ad sales tools.
As a badged Meta partner, Kargo can assure advertisers that their placements are safe with use of manual control as well as with publisher and content block lists. Inventory filters also allow brands to filter out content they don’t want to be adjacent to on Meta’s various platforms.
With Meta’s brand safety tools and Kargo’s incremental tech working together, clients can rest assured knowing that not only will their ads be placed on appropriate content but they’ll also receive added value and performance because of our tech and services.
For advertisers still hesitant in light of the changes, Kargo also remains steadfast in its dedication to brand safety and suitability on Snapchat and outside of paid social.
Kargo hand-picks all sites within our marketplace and has a zero-tolerance policy for content that perpetuates hate speech, violence or misinformation. Kargo also works with brand safety partner IAS to ensure contextual suitability within media buys to maintain consumer trust and and protect brand reputation by offering screen-level analysis, proactive shielding from content that falls outside of brand guidelines and more.
A 100% MFA-free agency as verified by Jounce and Adalytics, Kargo offers scale and performance without brand safety concerns.
Kargo combines the best of the open web, digital, Connected TV (CTV) and linear to extend a brand’s reach far beyond the confines of a walled garden. Our CTV offerings — Glass, Narrative, Moments and Overlays — allow advertisers to reach viewers how they want and when they want with no risk for the brand.
Kargo’s CTV Glass allows brands to place their ads directly on the homepage of smart TVs, guaranteeing eyes on the screen, while Overlays serve contextually relevant ads without disrupting the viewer experience. A study conducted by research vendor Upwave revealed Kargo’s CTV offerings drive up brand performance on a given campaign.
A streaming service brand saw positive lift throughout the brand funnel on a Kargo cross-channel campaign including both CTV and Mobile environments:
+5% Awareness
+2% Consideration
+6% Purchase Intent
X CEO Linda Yaccarino announced at CES 2025 that 90% of advertisers that left the platform have returned, citing X’s Trend Genius offering, which allows advertisers to choose topics they wish to be aligned with and brands be picky about their ad adjacency.
With incoming uncertainty, some brands are already seeking out a safer bet, and Kargo is at the top of their list.
Reach out to see how we can provide performance and confidence for your brand.
