New York Media, Rolling Stone Join Expanding Digital Ad Marketplace

Concert will reach nearly 90% of internet users, estimates say

Concert, the ad platform founded by NBC Universal and Vox Media, added new publishers to its marketplace. Vox Media
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Concert, the digital ad marketplace founded by Vox Media and NBCUniversal, is further expanding, adding a number of media organizations that executives say will boost its offerings in its entertainment and women’s lifestyle channels.

The digital portfolios of New York Media, PopSugar and Rolling Stone will join the marketplace, bringing Concert’s reach to almost 90 percent of all Internet users, Vox Media estimates (citing comScore data).

“We’ll have a much stronger anchor in reaching women at scale in places that they’re already engaging,” said Ryan Pauley, head of Concert and vp of revenue operations at Vox Media.

Earlier this month, Quartz announced that it joined Concert to target top executives on a vertical called “Concert C-Suite.”

Concert was created in 2016 and produces custom creative for each client, including layouts that accommodate mobile video and branded content.

Concert claims it can reach 94 percent of adults ages 18 to 49 with households that earn more than $100,000 when they’re engaged with the editorial content on sites, such as CNBC, Vox, The Verge, Rolling Stone and

The additions to Concert’s portfolio have millions of unique visitors coming to their sites each month. In April 2018, PopSugar had 31.8 million total unique visitors to its site, while Rolling Stone garnered 12.9 million total unique visitors. New York Media, which includes The Cut, New York Magazine and Vulture, had 29.8 million total unique visitors during the same period.

The titles join the current roster of brands that now includes digital portfolios from Penske Media Corporation (including SheKnows Media, WWD and Variety), as well as Funny Or Die, The Ringer, Brit + Co, Flipboard and Entrepreneur.

“As publishers figure out the model in the future, Concert is the only place that you can get scale for marketers in these deep audience categories and will continue to be that place,” Pauley said.

@SaraJerde Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.