Jeannine, please provide an overview of Kargo’s Multicultural Content Amplifier (MCA) program and its primary objectives.
Kargo’s Multicultural Content Amplifier (MCA) supports diverse content owners. It is one of the most exciting programs I’ve ever worked on and I think its purpose is crucial in the advertising industry. It’s good for business and it’s good for society.
When we conceptualized it we did so to address a problem of supply and demand by providing infrastructure, tech, SEO, and content creation. We wanted to create something truly unique to help diverse owned-and-operated publishers grow, scale, and monetize their sites. To achieve those goals, we have connected them with advertisers who were serious about reaching multicultural communities and eager to work with leading diverse voices to help bridge the gap.
Brands like Danone, Discover, and Unilever have missions to support diverse communities smart teams of marketers looking to reach broader audiences through content affiliation and storytelling, but many diverse-owned publishers are not set up for success due to the lack of resources plugged into the advertising ecosystem. To be able to work with these large advertisers – we provide the resources for publishers to connect and grow their business, not just attract ad spend. Therefore, the opportunity to make ad spend intentional through infrastructure with an innovative program such as Kargo’s MCA was an ideal partnership. Marketers who participate in MCA are affecting these publishers’ lives by helping them grow.
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