Conde Nast, NBCU, and Vox Form Ad Pact to Compete With Big Digital Players15 Mar, 2017 By: Doug McPherson
NEW YORK – Conde Nast is joining NBCUniversal and Vox Media to sell ads across their combined digital properties to better compete with digital ad giants like Google and Facebook.
The companies claim that the three entities’ digital offerings combined will reach more than 200 million consumers and 99 percent of online millennials in the U.S., citing comScore data from January.
During the past year, NBCU and Vox created Concert, an ad marketplace for high-quality content and its audiences. Analysts say adding Conde Nast to the mix gives advertisers access to content and audiences from brands such as Vanity Fair, The New Yorker, and Vogue – along with a reach promised by other digital platforms without click fraud and ad viewability problems.
The three companies are offering two ad products focused on mobile video and branded content discovery.
The deal also incorporates Conde Nast’s data offering, Spire, which combines digital behavioral data with online and offline purchase data to let marketers improve their campaigns in real time and on a granular level. Spire includes targeting across social media.
Jim Bankoff, CEO and chairman of Vox Media, said in a statement that marketers “gain access to the most trusted environment available in digital advertising today; the largest, most valuable audiences; and the best data insights.”
And Linda Yaccarino, chairman, advertising sales and client partnerships, NBCUniversal, said in her statement, “Our goal always is to deliver for our marketing partners scalable, high quality advertising experiences aligned with the targeted data they need to reach consumers in a uniquely trusted environment.”