Vox Media and Google launch "Concert Local" ad network – Axios

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Illustration: Vox Media
Vox Media, the parent company to brands like The Verge, SB Nation, GrubStreet and more, is partnering with Google to create a local advertising network called "Concert Local."
By the numbers: While neither party would confirm the amount, it's understood that the investment is over $1 million.
Why it matters: The marketplace will bring together ad inventory from many local news publishers, making it easier for big, national advertisers to target local news audiences.
Details: Vox Media will work with global media agency Omnicom Media Group as a launch partner. the media group within Omnicom Group. This means they'll connect clients with Concert Local across their agencies of OMD, Hearts & Science, PHD and Resolution. 
Google isn't providing new technology, says Trei Brundrett, Chief Operating Officer at Vox Media. "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."
Be smart: The new marketplace is an extension of Vox Media's existing national ad marketplace, called Concert, and its existing software licensing business.
The big picture: The idea is for Vox Media 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. Other publishers, like The Washington Post and Minute Media, are also leaning into software sales as a way of bolstering revenue and helping smaller publishers.
The bottom line: "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."
Photo by Mario Tama/Getty Images
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