Vox Media Launches New Ad Marketplace Concert Local

Vox Media is expanding its advertising marketplace, Concert, with Concert Local, a centralized platform that gathers trusted local media brands. Through the new marketplace, national brands have the opportunity to connect with and support local media in a trusted environment at a crucial time for the industry.

Concert Local is built with support from the Google News Initiative and has signed with Omnicon Media Group to be its official launch partner.

Luke Lambert, head of programmatic for OMD USA, an OMG agency, stated: “Working with Concert Local, we can drive value for our clients by connecting their brands to trusted local content, while also supporting the important work of local newsrooms across the country.”

Concert Local uses the proprietary Athena ad unit built through Concert, which launched in 2016. The Athena unit makes it easier for publishers to integrate the platform, creating a non-disruptive advertising experience for site visitors.

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Through the new marketplace, national marketers can access local publishers’ digital audiences at scale, while smaller brands are provided with the opportunity to advertise on a local level, both in a vetted environment. Likewise, publishers can tap national advertising campaigns through Concert Local, enabling them to grow revenue and support their business.

Local advertisers can use dozens of ad formats usable across video and other forms of content.

Some of the local publishers working with Concert Local at its launch include TheBoston Globe, Hearst Newspapers, Texas Monthly and Deseret News.

Vox Media brands such as Curbed, Eater, Grub Street and SB Nation, which all connect to local markets through their networks, will also be available through the marketplace.

“Over the last decade, Vox Media has built the technologies needed to power not only our business, but solutions for our partners and the industry at large,” stated Trei Brundrett, Chief Operating Officer, Vox Media.

“With Concert Local, we are hoping to provide local publishers with revenue opportunities, so they are able to continue building innovative models for the future and further shine a light on the bright spots we are seeing in local journalism.”

Since its launch, Concert has partnered with more than 700 brands, resulting in the creation of almost 13,000 Custom Athenas. Concert reports nearly 13 billion impressions across its marketplace.
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