NBCUniversal and Vox to Sell Ads on Each Other’s Sites

A cozy team.

NBCUniversal and Vox Media are about to get much closer. The companies—joined since NBCU invested $200 million in Vox Media last August—have announced plans to start selling ads on each other’s sites.

The ad program is called Concert, and according to the two companies, it will allow advertisers access to rich, smart, young people. Concert will also give advertisers more eyes for their buck — the ads could be seen on as many as 20 different sites.

If you listen to Vox chairman and CEO Jim Bankoff, Concert is the start of something beautiful.

“We see a real void in the market for quality ad building in digital,” Bankoff told The Wall Street Journal. “The whole point of brand building is to build trust. It’s impossible to do that with ads that suck.”