Remove audience targeting where possible.
Kargo is a highly-curated mobile web marketplace. Nearly 60% of our traffic comes from iOS, where third-party cookies are limited due to Apple’s ITP restrictions. Due to this, overall user match rates between Kargo’s SSP and DV360 are ~45-50%. Removing audience targeting where possible will open up scale to include more iOS devices.
As alternative data solutions, which have a greater reach on iOS devices, Kargo recommends the following solutions (reach out to your Kargo rep to get these set up):
Kargo’s SSP offers supply-side audience targeting, which taps into direct integrations with several data onboarders. These onboarders leverage Kargo’s identity graph to provide more statistically-significant iOS data targeting for 1st-party data segments than the DSP is able to provide. This can provide incremental iOS scale to an existing data strategy. Contact your Kargo rep for a list of supported audience partners.
Implement Kargo’s Editorial Graph targeting solution, which pairs SSP-side data targeting with contextual signals.