![]() ![]() This, in turn, will improve cost-effectiveness and transparency, as it removes additional intermediaries between buyer and seller. Most importantly, brands have been asking us to make it easier for them to access our inventory for a few years now.”Īdvertisers that leverage The Trade Desk’s platform will now have access to Vox Media’s inventory. “It’s a natural evolution for us to take this step, given the scale of our business. “We’re not taking this step lightly,” Ryan Pauley, chief revenue office at Vox Media, tells The Current. The Concert SSP now allows the publisher to offer the Athena ad format to buyers across Vox’s portfolio of websites, as well as dozens of other premium publishers, at scale programmatically. But unlike most publishers, Vox has its own unique ad unit, Athena, which it says drives better business outcomes for advertisers. Media companies seldom, if ever, build their own SSPs. Supply-side platforms, or SSPs, are used by publishers to sell ad inventory. Vox will also integrate its first-party data solution, Forte, with Unified ID 2.0 (UID2). The publishing juggernaut - which owns publications such as SB Nation, Curbed, Eater, Polygon, New York Magazine, PopSugar, and The Verge - says it’s tapped The Trade Desk as its exclusive demand-side platform launch partner. Vox Media this week announced the debut of its own supply-side platform, dubbed the Concert SSP, a move the company says will bolster transparency, addressability, and creativity for advertisers. Sign up to get the latest in modern marketing delivered to your inbox. This content was originally posted from The Trade Desk's weekly newsletter The Current. ![]()
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