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Vox Creative to Include New Display Units and Analytics

Verge, SB Nation and Polygon publisher boosts contextual ad products

Vox Media, publisher of The Verge, SB Nation and Polygon, has debuted a custom advertising service dubbed Vox Creative. The move is meant to boost the New York-based media firm's abilities to serve contextual ads for brands, building on its other marketing products like Vox Studios and Chorus.

"We are planning the rollout of new display products with deep back-end analytics to measure beyond the click," Joe Purzycki, vp of advertising for the Washington, D.C.-based media firm, told Adweek today in an email. "We have partners utilizing the studio to help tell their story in contextually relevant ways to better connect with our audience, and we have an offline event planned for June with a partner."

As is the case with Vox Studios, the Vox Creative division will have a strong video focus with a bent towards sharp design. Vox CEO Jim Bankoff unveiled the initiative yesterday while speaking at the TCDisrupt conference in New York.

"You see ugly advertising … but we think there is a great market to be cracked in premium, high-quality ads," he said, according to TechCrunch. "We want to communicate to our audience in the same way that Verge communicates with its audience. It has consumer appeal."

Bankoff also predicted yesterday at TCDisrupt that his company would be profitable this year.

According to Quantcast, Vox Media Network has drawn 21 million unique visitors in the last month.

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