Kargo is acquiring video software-as-a-service company Ziggeo to create a bespoke online video offering.
Kargo, best known as an ad-tech firm that offers software to connect publishers and advertisers, is more specialized than a typical supply-side or demand-side platform, with a focus on unique ad units and advanced features, a space known in the industry as “rich media.” This is where Ziggeo comes in.
The video platform’s customizability makes it ideal for Kargo’s vision of creating bespoke online video ad units, said Ziggeo founder Oliver Friedmann. The SAAS platform is not in the advertising business. In fact, its use cases include proctoring online tests and tracking systems for job applicants.
Kargo will maintain Ziggeo’s software-as-a-service business while focusing new technological advancements of the underlying Ziggeo software toward ad tech, said Kargo CEO Harry Kargman.
The Ziggeo acquisition is the latest in a string of deals and new business lines for Kargo. In August, 2020, Kargo acquired Rhombus, which focuses on targeting social embeds within articles. In March, 2021, the company unveiled Fabrik, a content management system for publishers. Later that year, Kargo acquired StitcherAds, which specializes in ecommerce-focused ads on social platforms and in March 2022, the company bought attention-focused mobile ad-tech business Parsec.
