Vox Media, parent company to The Verge, SB Nation and more is partnering with Google to create a local advertising network called “Concert Local,” reports Axios.
The Google News Initiative program will be funding the new venture and it is one of the largest single-publisher investments that Google is making of this kind. Whereas, Vox will be working with global media agency Omnicom Media Group as a launch partner, connecting clients with Concert Local across their agencies of OMD, Hearts & Science, PHD and Resolution.
Trei Brundrett, chief operating officer at Vox Media said, “We’ve had a longstanding partnership with them. Google Ads Manager has been the system of record that we’ve relied on for Concert since the very beginning and nothing changes about that.”
The new idea will also allow Vox to develop an end-to-end technology stack for publishers at all levels to be able to license to create a better user experience and to make more money.
“I think we have a shared mission in terms of seeing the opportunity, value and importance of local journalism,” says Brundrett. “Google has relationships with local partners and the resources to help us scale it.”