Kargo Raises the Bar on Campaign Measurement in India with Independent Validation from Adelaide & Lifesight
by on 9th Feb 2026 in News
As digital advertising in India faces growing scrutiny, Kargo, the only media marketplace with 100% premium supply, is reinforcing its commitment to transparent, independently verified campaign measurement. The company believes performance should be proven through trusted third parties, not self-reported results alone.
With Indian advertisers increasing spend across mobile, video, connected TV, and omnichannel channels, the need for clear, unbiased measurement has never been stronger. In a market challenged by inconsistent metrics and opaque reporting, Kargo has taken a clear position: it does not mark its own homework.
Instead, Kargo works with established independent partners to validate campaign outcomes and link them to real business impact.
To measure attention, Kargo partners with Adelaide, a global leader in attention metrics. This partnership helps advertisers understand how audiences engage with ads in premium Indian media environments going beyond impressions to measure the quality of human attention.
These insights enable brands and agencies to plan and optimise campaigns based on how people actually interact with advertising, offering a more meaningful way to evaluate effectiveness in India’s mobile-first, content-rich market.
To measure real-world outcomes such as store visits, Kargo partners with Lifesight. This allows advertisers to track footfall in a privacy-first, aggregated way, an essential capability in India, where offline conversion remains a key performance indicator across many categories.
By providing consent-driven insights, Kargo helps brands understand how digital campaigns influence offline behaviour without compromising consumer privacy.
"India is one of the most demanding advertising markets in the world," said Nabajit Nath, sales director for India at Kargo. "Advertisers here want transparency, accountability, and proof they can trust. By partnering with independent leaders like Adelaide and Lifesight, we provide measurement that brands can confidently act on."
Kargo’s approach addresses a growing concern among Indian marketers: the reliance on self-reported metrics in a market where outcomes such as store visits and footfall remain critical particularly for retail, QSR, automotive, BFSI, and other location-driven brands.
By embedding independent attention and footfall measurement into its solutions, Kargo enables advertisers to understand not just whether ads were seen, but how they were engaged with and what impact they delivered in the real world.
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