# Pivot or Perish: Kargo's AI Media Buying Shift

> Kargo's AI platform Karlo aims to make sophisticated media buying accessible for mid-market brands.
- Title: Pivot or Perish: Kargo's AI Media Buying Shift · Adweek
- Summary: Kargo's AI platform Karlo aims to make sophisticated media buying accessible for mid-market brands. Kargo's AI platform Karlo helps mid-market brands manage…
- Keywords: kargo, karlo, ai media buying, mid-market brands, advertising technology, kargo ceo, Pivot, Perish, Kargo's, Media, Buying, Shift
- Source: Adweek — https://adweek.com/brand-marketing/pivot-or-perish-kargos-bet-on-ai-media-buying
- Author: Matt Britton
- Published: 2026-10-15T19:02:23+00:00
- Read time: 1 min
- Topics: kargo, karlo, ai media buying, mid-market brands, advertising technology, kargo ceo
## Kargo's 23-Year Pivot Strategy
Harry Kargman founded Kargo in 2003 after mobile and open web advertising evolved.
## Why Context Matters Now
Privacy changes make individual user identification harder, so contextual targeting provides relevant audience signals.
## Kargo's CTV Pivot
Kargo entered CTV after Netflix introduced advertising, now expected to generate $100 million this year.
## Pivot Culture at Kargo
Kargo's office artwork says 'pivot, pivot, pivot' to encourage constant reinvention.
## Karlo AI Platform
Karlo helps mid-market brands plan, launch, and manage campaigns across multiple channels via chat.
## Small Progress, Big Impact
Kargo credits incremental progress and market adaptation for its 23-year success.
## Key takeaway

Kargo's AI platform Karlo helps mid-market brands manage campaigns across channels with simpler tools.