Kargo has launched a closed beta of Project KERA, its new agentic media buying and creative engine, designed to transform how brands and agencies plan, create, activate, and optimise advertising across channels.
Project KERA turns a single campaign brief into a fully executed, performance-ready media plan to unify creative, audiences, premium supply, and measurement in one connected platform designed for cross-channel, cross-workflow media buying.
From planning and creative development to activation and in-flight optimisation, Project KERA improves outcomes using real performance data and Kargo’s proprietary creative and contextual intelligence.
Robert Leach, GM at Kargo APAC said: “Modern media buying is fragmented, reactive, and overly complex,”
“Project KERA changes that by connecting planning, creative, media, and measurement into one adaptive system that ensures every creative decision and media investment is directly tied to business outcomes.”
Early Beta partners are already using Project KERA to test and shape how agentic media buying works in real-world environments, spanning brand-direct, agency-led and hybrid models.
Brands and agencies can upload a brief in nearly any form. Project KERA identifies what is ready, flags what is missing, and collaborates with teams to close gaps before launch.
Project KERA brings intelligence across every step of the process:
- Planning & orchestration agents interpret campaign goals, channel requirements and performance objectives, ensuring each downstream decision stays aligned to outcomes.
- Creative agents generate, adapt, and assemble high-impact video and display assets across CTV, mobile, social, and the open web, tailored to each surface.
- Creative insights & scoring evaluates every asset before it goes live using Kargo’s Creative Science models trained on decades of performance data, delivering predictive scoring and actionable recommendations.
- Audience & contextual intelligence maps messaging to real moments of attention using cohort-based contextual signals rather than cookies or generic segments.
- Measurement & optimisation agents track live performance against brand KPIs and continuously optimise creative, inventory, and distribution in real time.
Project KERA is powered by Kargo’s proprietary creative science, a combination of creative automation, predictive scoring, and performance insights built from years of real campaign data across premium environments.
Before a dollar is spent, KERA helps brands understand how creative is likely to perform, why it performs that way, and how to improve it.
Once live, the performance insights ensure that every impression, interaction, and outcome make the next campaign smarter. The result is faster time to market, stronger creative quality and better performance across channels.
Hershey’s is one of Project KERA’s Beta test partners, along with other CPG, travel, and emerging brands, representing brand-direct, agency-led, and brand-with-agency buying models.
Vinny Rinaldi, vice president, consumer connections at The Hershey Company said: “With today’s media landscape, it’s increasingly important to keep creative, media, and measurement working in sync,”
“Working with partners like Kargo helps create a more connected approach, so teams can focus on what’s actually driving meaningful results for the business.”
