Vox Media will offer marketers a way to leverage the first-party data from across its portfolio of brands through its new platform Forte.
Forte combines first-party data from 125-million monthly unique visitors and taps into the added scale of New York Media, which Vox Media acquired earlier this year.
Vox Media reports Forte’s benefits will eventually extend to its other platforms, publisher-led advertising marketplace Concert and audience-building publishing platform Chorus.
“Forte is a next-generation solution in how marketers can reach audiences, moving away from a reliance on third-party data. It can optimize to the needs of any marketer in real-time and it serves as an immediate solution to browser policy changes and privacy regulation,” stated Ryan Pauley, Chief Revenue Officer at Vox Media.Marketers, through the use of Forte, can access Vox Media’s direct-to-consumer relationships and find new connections with audiences, based on how they arrive to and engage with Vox Media’s brands.
Forte is powered by Vox Media’s knowledge set, which stems from the creation of 12,000 custom proprietary ad units, accounting for a data set of 11 billion impressions in the past three years and brand KPI performance based on color, action words and video lengths.
“Forte identifies user interests faster and more effectively by drawing from engagement signals,” stated Megan Walton, vice president of revenue product at Vox Media. “As a result, it delivers an immediate and nuanced understanding of how and why users come to our brands in the moment. From there, we can achieve multidimensional outcomes, including advertising effectiveness and more relevant content recommendations.”
It will also tap into an understanding of intent, based on New York magazine subscribers, shoppers on The Strategist and attendees of Eater’s event series to deliver an enhanced user experience with recommendations and relevant content.
Vox Media is home to Curbed, The Cut, Eater, Grub Street, Intelligencer, New York, Polygon, Recode, SB Nation, The Strategist, The Verge, Vox and Vulture.