Quartz, Atlantic Media’s business news website, has partnered with Vox Media and NBC Universal’s digital ad marketplace, Concert.
According to Axios, the new venture, which will appear as a vertical on Concert called “C-Suite,” combines the companies’ collective ad inventory, allowing marketers to better target business executives.
Of the 86 million unique visitors expected at C-Suite that advertisers will be able to reach each month, 14 million are considered business decision makers by comScore’s metric, according to AdExchanger.
The partnership allows advertisers to buy in a single deal across both Quartz and all of Vox Media and NBC Universal’s business holdings, which include Recode, The Verge, Vox and CNBC.
Unlike traditional ad networks, Concert C-Suite offers advertisers transparency into where their ads appear, with the traffic only coming directly from the featured websites.
"This creates a seamless experience for marketers to access an elite audience in one place, without using a social platform:" stated Joy Robins, Chief Revenue Officer, Quartz, to Axios.
Quartz, a digitally native news outlet, was launched in 2012 to cover business and tech and records nearly 10 million unique visitors a month. Concert was introduced in 2016 as a premium quality content and audience marketplace for advertisers. The company produces custom creative for each client, including mobile video and branded content.
In addition to Vox Media and NBC Universal properties, Concert works with publishers such as Penske Media and Entrepreneur and is looking to add more.
C-Suite is expected to appeal to both traditional enterprise companies, such as financial services and business software firms, as well as other corporate advertisers, including luxury auto marketers.
"A lot of times, these advertisers are behind the shift to digital because there's nothing like this at scale with this ease of execution," Ryan Pauley, vice president, revenue operations at Vox Media and Head of Concert, told Axios.
Both Quartz and Concert have reported strong interest from advertisers in C-Suite, although they have yet to announce any deals.