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Quartz, the business news website owned by Atlantic Media, and Concert, the digital ad marketplace founded by Vox Media and NBCUniversal, will announce a new partnership today called "Concert C-Suite" that combines their collective ad inventory for marketers to target elite business readers.

Why it matters: Previously, advertisers would target this type of high-end business audience online by either a) buying ads separately across a bunch of different web publishers or b) buying ads across a third-party ad network that typically has less brand-safe inventory. Now they can do it all in one place, with less hassle and less risk.

How it works: Using the combined advertising inventory through traffic from Vox Media and its brands (Recode, Vox, The Verge, etc.), NBCUniversal's digital brands (CNBC, NBC.com, etc) and Quartz, marketers can target 14 million C-suite business executives and 86 monthly unique viewers, per executives citing comScore's unduplicated metric.

  • The traffic only comes from those websites directly, so marketers can be sure their ads aren't being aligned next to spammy sites they often encounter with ad networks or large social media sites.
  • Sales teams from all three properties — Vox Media, NBCU and Quartz — can sell inventory across the network, as well as Concert's own sales staff.
  • The goal is to use the custom ad units, created by Concert, and sell them against the combined business traffic from the three publications, creating a seamless experience for advertisers looking to target business executives.

"This creates a seamless experience for marketers to access an elite audience in one place, without using a social platform," says Joy Robins, Chief Revenue Officer at Quartz.

The types of advertisers that executives from Quartz and Vox Media predict this will appeal to are traditional enterprise companies, like financial services and business software firms, as well as luxury auto advertisers, corporate advertisers with brand messaging and affluent consumers.

The bigger picture: "A lot of times these advertisers are behind the shift to digital because there's nothing like this at scale with this ease of execution," says Ryan Pauley, VP Revenue Operations at Vox Media and Head of Concert.

  • Pauley says that Concert doesn't plan on adding any more publishers to the C-suite vertical mix, although it plans to add more publishers to the Concert portfolio. "With addition of Quartz, we'll have enough runway to get off the ground quickly."

Go deeper

9 mins ago - Technology

3D printing's next act: big metal objects

Chief Scientist Andy Bayramian makes modifications to the laser system on Seurat's 3D metal printer. Photo courtesy of Seurat Technologies.

A new metal 3D printing technology could revolutionize the way large industrial products like planes and cars are made, reducing the cost and carbon footprint of mass manufacturing.

Why it matters: 3D printing — also called additive manufacturing — has been used since the 1980s to make small plastic parts and prototypes. Metal printing is newer, and the challenge has been figuring out how to make things like large car parts faster and cheaper than traditional methods.

Rising rates may hammer the stock market

Illustration: Sarah Grillo / Axios

Stocks are much more vulnerable to interest rate swings than they used to be.

Why it matters: A sharp rise in rates in early 2022 is the key reason the stock market is off to an ugly start. And with the Federal Reserve making noise about trying to keep inflation in check, rates could go higher.

Ina Fried, author of Login
54 mins ago - Technology

Microsoft's Activision Blizzard deal complicates Big Tech regulation

Illustration: Megan Robinson/Axios

Microsoft's surprise $68 billion deal to buy Activision Blizzard is adding a fresh twist to the heated debate over which tech companies have monopolies that need to be reined in.

The big picture: The deal could force a question the company has happily ducked for a decade: whether its size and power make it just as deserving of regulatory scrutiny as its Big Tech rivals.