Digital publishers are banding together to serve brands better. A team of media companies have joined forces to offer ad sales across all their combined digital properties. Conde Nast joined NBC Universal and Vox Media in bid to better compete with digital advertising from the likes of Google and Facebook.
NBCU and Vox teamed earlier to create Concert, an advertising marketplace for high-quality content and its audiences. The idea was to give advertisers greater reach among particular consumer groups than either company could provide alone.
The addition of Conde Nast to Concert will give advertisers access to content and audiences from brands such as Vanity Fair, The New Yorker and Vogue. NBCU and Vox's efforts have been concentrated on display advertising, but video will now become part of the offering. The three companies have also developed two new ad products focused on mobile video and branded content discovery.
It will also incorporate Conde Nast's data offering, Spire, which is designed to combine digital behavioral data with online and offline purchase data to allow marketers to optimize their campaigns in real time and on a granular level. Spire recently updated its offering to include targeting across social media.
The companies claim that the three entities digital offerings combined will reach over 200 million consumers and 99% of online millennials in the U.S., citing ComScore data from January.
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