Vox Media said it launched Forte, a platform that uses first-party data about its users to help marketers target their ad messages.
Vox, which merged with New York Media, publisher of New York, has 13 editorial networks. The first party data provides information about behavior, consumer interest and actions, the company said.
“Forte is a next generation solution in how marketers can reach audiences, moving away from a reliance on third-party data. It can optimize to the needs of any marketer in real-time and it serves as an immediate solution to browser policy changes and privacy regulation,” said Ryan Pauley, chief revenue officer at Vox Media. “The future of this industry belongs to the brands and media companies that have deep and direct connections with their audiences. This platform puts Vox Media in a place to confidently succeed in a world where third-party data will likely cease to exist.”
Forte will also help the company improve its user experience, the company said.
“Forte identifies user interests faster and more effectively by drawing from engagement signals,” said Megan Walton, VP of revenue product at Vox Media. “As a result, it delivers an immediate and nuanced understanding of how and why users come to our brands in the moment. From there, we can achieve multidimensional outcomes, including advertising effectiveness and more relevant content recommendations.”
Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.
The smarter way to stay on top of broadcasting and cable industry. Sign up below.
Thank you for signing up to Broadcasting & Cable. You will receive a verification email shortly.
There was a problem. Please refresh the page and try again.