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Those ad businesses are part of an expanding set of options for marketers to reach consumers, often aided by the companies’ own data on their customers. Walmart Inc., for example, lets advertisers use its data to send targeted digital ads to shoppers across the web. DoorDash Inc., Kroger Co. and CVS Health Corp. have also been giving advertisers more ways to reach consumers
It is a topsy-turvy world: Management consultants have gotten better at marketing themselves than ad executives. Companies used to rely on ads to promote brands. Now they have more direct ways to engage with customers. Luxury groups like Gucci have rapidly shifted their focus from Vogue to Instagram, while consumer giants like Unilever, which bought subscription-based razor merchant Dollar Shave Club, are investing heavily in e-commerce.
New York Media, PopSugar and Rolling Stone are all joining Concert, a digital advertising marketplace operated by Vox Media, the companies said Thursday. As Facebook Inc. (FB -0.83%) and Alphabet Inc.’s (GOOGL -0.35%) Google continue to dominate digital ad sales, publishers are increasingly teaming up to give themselves a better shot at competing with the tech giants. New York Media, PopSugar and Rolling Stone are all joining Concert, a digital advertising marketplace operated by Vox Media, the companies said Thursday. The new additions give Concert the ability to sell digital ads across 122 million unduplicated unique site visitors on 40 websites, according to Vox Media. The company is courting other publishers.
Marketers, public relations companies and advertising agencies are increasingly using social media to carefully place messages in front of journalists and media professionals.
