Conde Nast and Verizon Media are teaming to deliver shoppable content and premium ad inventory.
The arrangement, which expands an existing relationship, will provide brands with programmatic access to Condé Nast’s content properties across display, video and native formats. Also, the content will now be available through Verizon Media’s SSP.
The firms will provide new interactive experiences in verticals such as Beauty, Food and Fashion, while allowing advertisers to tap into "Good Morning Vogue" and other Conde Nast video series. The collaboration exploits tools such as demand-side platform (DSP), supply-side platform (SSP), and XR capabilities.
The goal for Conde Nast is to find “new ways to connect with our audiences wherever they’re already consuming content,” states Craig Kostelic, Chief Business Officer, U.S. advertising revenue and head of global advertising solutions at Condé Nast.
For Verizon Media, the objective is to “make it easier for our customers, evolving our ad platform to become the single destination for specialty and full range omnichannel solutions,” states Iván Markman, Chief Business Officer at Verizon Media.
Conde Nast and Verizon Media will establish an Innovation Council to explore emerging advertising formats, utilizing Yahoo RYOT Lab creative technology for immersive XR and AR activations.
Verizon Media will be called Yahoo when the unit’s $5 billion sale to Apollo Global Management is completed later this year. The unit include Yahoo and AOL.