Kargo announced plans to build an ad-supported video player for publishers to create a marketplace of advertising opportunities and content from content creators.
Mobile ad exchange Kargo announced the acquisition of video player Ziggeo, building up the online video portion of its omnichannel platform.
Traditionally focused on rich media formats, Kargo announced plans to build an ad-supported video player for publishers to create a marketplace of advertising opportunities and content from content creators.
Ziggeo provides video recording capabilities and a transcoding pipeline. The video company confirmed that these products would be integrated into Kargo’s new and existing publisher clients.
Ziggeo also has offices across North America, South America and EMEA, allowing Kargo to quickly expand its global video offering for both brands and publishers, the ad tech firm said.
“Ziggeo’s award-winning API and mobile-friendly design make it the ideal platform for next-generation video products, as Kargo looks to set a new standard for future digital video innovation within the industry,” Kargo said in a press release.
The acquisition forms a strategic play by Kargo for video, “the fastest-growing channel where consumers spend time to consume and create content,” according to Kargo Founder and CEO Harry Kargman.
As part of this push, the Ziggeo developer team will jointly set the direction for the combined companies’ video player roadmap to build new video ad formats. Ultimately the business aims to deliver bespoke products for advertisers across different media.
This marks Kargo’s fifth new line in two years, having acquired social-focused ad tech company Rhombus in 2020; ecommerce platform StitcherAds in 2021; launched its publishing system Fabrik in 2021, and bought attention sales business Parsec in 2022.
Though terms of the Ziggeo purchase were not disclosed, Adweek reported that the four M&A deals cost $75 million.