Kargo's new ad format, which it calls Branded Takeover, lets advertisers buy all of the ad space on a given page. The new format runs on publishers like The Hollywood Reporter, Complex, Food Network and HGTV. feature that prevents them from using third-party cookies for ad targeting, Kargman said. Instead of using third-party data, Kargo's ad format uses contextual targeting.
Advertisers including Hershey's, Subway and AT&T have run the new contextual ads. Kargman said that advertisers have committed to seven-figure budgets with the ad format.
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