How Condé Nast plans to compete with Google and Facebook for ads

Conde Nast is joining with Comcast’s NBCUniversal and Vox Media to package their digital inventory for sale to advertisers, the companies has announced.

Digital advertising giants like Alphabet’s Google and Facebook are gobbling up a lion’s share of digital ad dollars, and eMarketer forecasts the two companies will make up 60% of the U.S. digital ad market this year.

That has forced media companies that previously competed for ad dollars to work together to offer advertisers larger scale than each would be able to their own.

Conde Nast’s properties include major U.S. publishers like GQ, Vogue, Vanity Fair, and The New Yorker. The three companies claim to reach more than 200 million consumers and 99% of millennials, according to January data from comScore.

This new ad product with Conde Nast adds video advertising, as well as the publisher’s data offering, called Spire, which combines digital behavioral data with online and offline purchase data that is designed to help advertisers better tailor their campaigns for individual people.

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