NBCU, Vox Media Start Concert Ad-Selling Platform

Following up on its deal for digital content group Vox Media, NBCUniversal is launching digital ad-selling platform Concert, which the company says will sell “the largest premium” content to advertisers.

Combining Vox Media’s eight properties and NBCUniversal’s array of digital properties, it gives marketers a reach of 150 million people, according to the company, quoting comScore data.

Concert will offer mobile, video, native and other advertising products.

TV marketers have long complained about the lack of “premium” digital video inventory -- in particular, video coming from pre-roll advertising and digital opportunities via traditional TV shows that are delivered online.

Vox Media looks to take advantage of the scale of NBC’s digital offerings of more than 24 TV networks (broadcast and cable) and other digital platforms.

In August 2015, NBCUniversal made a $200 million investment in Vox Media.



Vox Media says its existing advanced advertising platform for its eight brands, delivered 8,000 ads in 2015.

Vox brands include Vox.com (general news); SB Nation (sports); Polygon (gaming); The Verge (technology and culture); Re/code (technology and business); Eater (food and nightlife); Racked (shopping, beauty and fashion); and Curbed (real estate and home).

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