NEWARK, DE — Backpack Media and Kargo recently entered into a strategic partnership to provide advertisers access to college students, recent graduates, and their families across digital and connected TV platforms.
The collaboration combines Backpack Media’s first-party audience data with Kargo’s creative advertising formats to target consumers during key stages of the higher education journey.
The companies said the partnership will allow brands to deliver advertising across Backpack Media’s owned properties and through offsite digital and connected TV distribution.
Backpack Media said its platform uses anonymized, aggregated audience data tied to education milestones, such as college enrollment, graduation, and early career transitions.
Kargo said its creative formats are designed to increase engagement and support campaign performance across multiple channels, including connected TV, social media, and the open web.
The partnership comes as advertisers expand spending beyond traditional retail media into sectors such as education, where companies aim to reach consumers during major financial decision points.
Gen Z consumer spending is projected to reach $12 trillion by 2030, while the annual college back-to-school market represents about $86 billion, according to the companies.
Marco Steinsieck, managing vice president and head of advertising at Backpack Media, said the partnership is intended to scale audience reach across multiple platforms.
Libby Dondero, senior manager of retail media solutions at Kargo, said the collaboration focuses on delivering targeted advertising experiences to students and families during key decision-making periods.
Backpack Media is an education-focused media network based on first-party data, while Kargo provides advertising technology and media buying services.
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