Today, Vox Media has announced the Concert SSP. With the launch of its own SSP, Concert will be easier than ever for programmatic buyers to deliver high value brand advertising in brand-safe environments, driving efficiency and performance across the web’s most trusted marketplace. The Trade Desk, the world’s largest independent media buying platform designed for the open internet, will be the exclusive demand-side platform (DSP) launch partner.
The partnership with the Trade Desk brings together two companies with a shared vision of improving the open internet, delivering trust and transparency in a complicated and oftentimes opaque ecosystem for buyers.
Vox Media’s first-party data solution, Forte, will integrate alongside Unified ID 2.0 within the Concert SSP, giving advertisers the opportunity to reach audiences more effectively, while ensuring sustainable addressability.
The SSP will give advertisers the ability to directly access and leverage the proprietary high-impact ad unit known as the Athena, across Vox Media’s editorial brands, as well as dozens of premium publishers that make up the award-winning national and local ad marketplace, Concert. Over 500 of the world’s biggest advertisers leverage Concert, which reaches hundreds of millions of people each month.
“Since launching in 2016, Concert has remained singularly focused on making it easy for brands to advertise across premium publishers effectively and with confidence, by delivering creative excellence, reach, relevance, performance and trust. The Concert SSP delivers on this mission for programmatic buyers by providing a more direct and standardized path for activating Concert through automated channels,” said AJ Frucci, SVP of Media Revenue and Head of Concert at Vox Media. “We’re thrilled to have The Trade Desk as an exclusive launch partner, a company with a shared philosophy on building a sustainable identity landscape to support a healthy open web for all stakeholders.”
The Concert SSP will enhance the buying experience for programmatic advertisers, improving performance and efficiency. The SSP offers increased viewability controls, as well as a significant increase in access to scale across Concert’s marketplace, allowing advertisers to reach a broader set of their desired audience in one place.
“Our partnership with Vox Media will provide advertisers access to premium content in a way that hasn’t been done before across Concert’s entire portfolio of trusted publishers, through the Concert SSP,” said Will Doherty, VP, Publisher Inventory Development at The Trade Desk. “Brands will have the benefits of scale and efficiency that come with programmatic buying, while safely leveraging valuable first-party data anchored in Unified ID 2.0. We’re excited to see this new partnership open up more opportunities across the open internet.”
Vox Media launched Concert in 2016, with the goal of creating a better and safer digital ecosystem for brands, publishers and users, built on the pillars of trust, scale and quality. Since launch, the team has consistently released new innovations, making it more valuable to both advertisers and newsrooms across the U.S. In 2020, Vox Media launched Concert Local, a marketplace made up of local publishers, built on the same core principles of Concert, and in 2021, the team launched Concert Ad Manager, opening up the opportunity for smaller and medium brands to buy ads on the premium open web. In 2022, Vox Media launched Forte for Concert, allowing brands to activate first-party data segments across the marketplace.
About Vox Media
Vox Media is the leading modern media company, reaching audiences everywhere they are.
Known for editorial properties including Vox, SB Nation, New York Magazine, The Dodo, and NowThis, the company’s portfolio features the most relevant, respected, and engaging editorial properties and voices. The company is also home to award-winning storytelling businesses such as Vox Media Studios and the Vox Media Podcast Network, as well as innovative technologies that support the entire media industry, including the Concert advertising marketplace.
Vox Media proves that quality can scale.
About The Trade Desk
The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, LinkedIn and YouTube.
The Trade Desk