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Ahead of Thursday’s Vox Media Now event, the company announced Tuesday it created its own supply-side platform (SSP) for Concert, the company’s publisher-led marketplace, where the Trade Desk (TTD) is also its exclusive demand-side platform (DSP) partner.
TTD’s cookie alternative Unified 2.0, along with Vox’s Forte, the company’s first-party data solution, will integrate into the new SSP for addressability measures and further audience reach for advertisers, according to Vox. The SSP also allows advertisers to directly access and use its signature ad unit, Athena, across Vox Media’s editorial properties like New York Magazine, The Verge and The Cut and other properties from companies like Condé Nast, NBCUniversal and BuzzFeed.