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Publisher-led platform Concert will let advertisers buy programmatically

Concert will now allow advertisers to buy programmatically.

Concert, the publisher-led marketplace offering advertising from media brands like Vox Media and NBCUniversal, will now be available to advertisers programmatically.

The new programmatic offering is available via a partnership with global ad marketplace Index Exchange.

Concert’s programmatic offering will allow advertisers to layer on their own data and audience insights and program advertising with more control across Concert’s audiences and inventory, which include over 200 million people via its network of editorial brands. In addition, the release said advertisers will have access to ad units that outperform the standard-sized units currently available via programmatic channels. On average, Concert units have 170% better click-through-rate (CTR) than standard programmatic ads, the release added.

Concert will be compatible with demand-side providers (DSPs) including RocketFuel, DoubleClick Bid Manager, The Trade Desk and MediaMath.

“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, in a statement. “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.”

Zach Rosen, vice president of publisher development at Index Exchange, added, “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. We’re proud to help Concert in this new endeavor and we’re confident the offering will provide marketers a better way to approach premium advertising.”

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