Vox Media’s new ad network connects advertisers to local media audiences

Vox Media has launched Concert Local, an advertising solution designed to help brands scale regional messaging by connecting them with publishers and smaller media brands at the local level.

A new addition to Vox’s ad suite. Concert Local is an extension of Concert, Vox Media’s programmatic ad platform that launched in 2016. Advertisers using Concert can buy ads across Vox-owned properties (including The Verge, SB Nation, Eater, and Curbed) and other syndicated outlets using Vox’s first-party audience data and “brand safe” approach.

Connecting advertisers to local media. As part of Concert, Concert Local uses the ad platform’s Athena ad unit – a creative canvas that publishers can easily integrate for “non-disruptive” ad experiences. The platform offers access to traditional inventory such as banners, high-impact display units and video at the local level.  

Why we care. Concert Local is especially suited to small- and medium-sized advertisers looking to scale their messages locally. For larger brands, Concert Local offers a way to diversify messaging channels and reach local audiences outside of open web exchanges.

Omnicom Media Group (OMG) has signed on as a launch partner for Concert Local. The unique ad offering aligns with Omnicom’s programmatic approach, said Luke Lambert, head of programmatic for Optimum Media Direction (an Omnicom agency). Lambert added that the platform will help bring added value to clients focused on connecting with audiences through trusted local media content while “supporting the important work of local newsrooms across the country.”

More on the news. Concert Local was built in partnership with the Google News Initiative. Concert Local launched Wednesday with a number of publishers, including Boston Globe, Chicago Sun-Times, Dallas Morning News, Hearst Newspapers, and others.

About The Author

Taylor Peterson is Third Door Media’s Deputy Editor, managing industry-leading coverage that informs and inspires marketers. Based in New York, Taylor brings marketing expertise grounded in creative production and agency advertising for global brands. Taylor’s editorial focus blends digital marketing and creative strategy with topics like campaign management, emerging formats, and display advertising.

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