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Hires, Wins & Business

Concert Launches New Premium Programmatic Offering for Advertisers

Partnership with Index Exchange brings premium creative to an automated world

Concert Launches New Premium Programmatic Offering for Advertisers

Concert, the industry’s only publisher-led marketplace offering trusted, high-fidelity advertising from Vox Media and NBCUniversal, will now be available, for the first time, to brand advertisers programmatically. The new programmatic offering is available via a partnership with one of the largest global exchanges, Index Exchange.

“Concert is known for its premium editorial inventory, and for its big, bold, impactful, ad products that genuinely make a difference when it comes to building a brand. Concert now introduces a truly premium programmatic option for advertisers to combine our custom ad products, with access to Concert’s brand-safe prestigious inventory and publisher first-party data, but with more control and ease of access,” said Ryan Pauley, General Manager of Concert. “Index Exchange has been a valuable partner to us throughout the years, they understand our mission of creating quality advertising that is trusted by brands and audiences, and will help us drive these innovations as we extend Concert’s availability in the marketplace.”

Concert’s programmatic enablement will allow advertisers to layer on their own data and audience insights and program advertising with more control across Concert’s valuable audiences and inventory - reaching over 200 million people via it’s network of premium editorial brands. In addition, advertisers now have access to ad units that out-perform the standard-sized units currently available via programmatic channels. On average, Concert units boast 170% better CTR than standard programmatic ads. Concert will be compatible with the four leading demand-side providers (DSPs): RocketFuel, DoubleClick Bid Manager, The Trade Desk and MediaMath.

“Concert has always taken a progressive approach to its programmatic initiatives, and we share a common goal of using this technology to push the current limitations of advertising solutions,” said Zach Rosen, Vice President, Publisher Development at Index Exchange. “We’re proud to help Concert in this new endeavour, and we’re confident the offering will provide marketers a better way to approach premium advertising.”