Kargo, a mobile-only advertising company, has recently announced the acquisition of an ad platform, Rhombus. The company also has introduced Social Canvas, the technology that will be integrated into its platform. This platform can be adopted by publishers and advertisers to trade on their unique ad placement.
The Social Canvas technology is a cookieless targeting solution that can align clients like Heineken, Allergan, and other brands with various social posts. The technology also puts advertisements in an exclusive ad-slot that is adjacent to the social embedding.
Manager of Digital Marketing at Allergan, Myles Davio, has stated that Rhombus has been significantly providing the social embedding opportunity to the advertisers. Through the collaboration of Kargo with Rhombus, Social Canvas will enable several brands to target the social content, even in premium publisher environments.
As per the statement made by the CEO & Founder of Kargo, Harry Kargman, the social embed content provides an advertising opportunity for the advertisers and publishers. They can leverage Social Canvas to gain exclusive access to the highly targeted placement that is within the premium publisher content.
Rhombus has reported a surge in the number of articles by 100%, which feature social embeds, in addition to above 38% of the article pages that currently include at least 1 embed such as post, tweet, or video. Various brands can use Social Canvas to make advertisements in articles from news, sports, health & wellness, entertainment, and other categories. Additionally, the advertisers can target audiences based on the hashtags, emojis, and influencers, among others.
Social Canvas delivers a unique ad placement for the publishers, which will help them monetize the pages as well as differentiate the offerings with the premium social advertising.
Abe Storey, Rhombus’s CEO has stated that the company is excited to join hands with Kargo as it shares the same vision of developing technology that offers exclusive & premium advertising experiences to the publishers and advertisers.