iOS14.5 UPDATE:
With the release of the iOS14.5 update, iOS apps must explicitly request user permission before accessing the device’s IDFA — Apple’s unique mobile advertising identifier.
If the user declines to grant an app access to the device IDFA, the user will appear to that app as if they have Limit Ad Tracking (LAT) turned on — meaning, apps can no longer track activity across other apps or websites they don't own in order to serve targeted ads, measure user actions, or to share user information with data brokers.
WHAT THIS MEANS FOR KARGO:
IDFA is the device level identifier that enables advertisers to target, track and measure performance across users within app environments on iOS devices.
As a 100% mobile web-only environment, Kargo and our solutions are not directly impacted by IDFA deprecation, which primarily affects app-based entities and has been inconsequential to our available scale and overall campaign performance.
While Kargo advertising is not directly affected by iOS14.5, as part of the mobile advertising community we understand that at a broad level, creating a cohesive targeting strategy and—most importantly—having comparable and attributable measurement is going to be more difficult for advertisers across their partners.
Kargo has invested heavily in developing targeting and measurement options within the mobile web that do not rely on user-based identity tracking and we are working with the members of the digital advertising ecosystem, including brands, agencies, publishers, and other technology companies to ensure that we embrace new solutions that can ensure continued success and growth for everyone. This draws upon one of Kargo’s core values: premium, professionally-produced editorial inventory.
ALTERNATIVES TO ID-BASED TARGETING
COHORT INTELLIGENCE
Ads that align with their surrounding content and context have been found to drive 107% increase in favorability, 76% increase in memorability, and 57% increase in receptivity.
Cohort Intelligence is Kargo’s proprietary AI-powered algorithm that identifies the most effective contextual environments to reach an audience using natural language processing and predictive performance analysis. Cohort Intelligence analyzes and scores articles’ likelihood to drive outcomes for a given audience based on a combination of attributes and classifies every page into a targetable group. It allows advertisers to identify the top performing contextual environments for their audience and deliver the right messaging to the right people at mass scale, all while respecting user privacy and functioning without the need for cookies or other identifiers. It is the only solution designed to help brands future-proof their data strategies, transforming ID based audiences into cookieless ones.
SENTIMENT
Aligning creative with an article’s emotional context can make ads 40% more effective, and 67% of users would click on/read digital ads that better reflected how they felt.
Partnering with IBM Watson, Kargo’s Brand Voice Analysis solution leverages natural language processing AI to analyze a brand’s social media presence and define the brand’s voice, persona and values. Using this technology, Kargo is also able to analyze editorial environments and identify content sentiment at the article level. Kargo’s Emotional Intelligence (E.I.) anticipates a person’s emotions during these content micro-moments, in which it embeds the most relevant brand message. E.I. can also be utilized to target specific emotional moments for enhanced emotional synergy.
These insights together allow Kargo to deliver a brand’s message within emotionally aligned environments, ultimately driving incremental reach and an increase in share of voice with audiences.
KEYWORD/CULTURAL
Ads on sites with higher thematic alignment and high consumer attention have higher ROI than less aligned ad buys. Keyword targeting allows your brand to deliver their message within aligning subjects and contexts.
Kargo leverages keyword targeting powered by Grapeshot, which works by reading pages and looking at confluences of keywords; Grapeshot’s algorithm will then associate the page with segments in the platform. In addition to standard targeting and anti-targeting segments, Kargo can also leverage predictive targeting to reach audiences within trending content surrounding culturally relevant moments, such as Holiday Shopping and Oscar Buzz.
For more information, reach out to us!