Case Study: Vox Media achieves 45% better ad performance with Salesforce DMP

Salesforce DMP Helps Vox Media Drive Superior Advertising Performance

Vox Media, publisher of eight digital brands including The Verge, Vox and Eater, reaches hundreds of millions of people each month with premium content and high-impact ad products. Faced with advertisers’ need for both large-scale distribution and precise audience targeting in premium, brand-safe environments, Vox partnered with NBCUniversal to create Concert — a pooled inventory solution offering 190 million unique monthly users — but still needed a way to apply sophisticated first-, second- and third‑party targeting at scale.

Vox expanded its prior implementation of Salesforce DMP to power Concert’s targeting and data collaboration with NBCUniversal, using first‑party segments combined with second‑ and third‑party data to build unique audiences across premium properties. In the first Concert campaign for a multinational telecommunications brand, targeted impressions outperformed untargeted ones by +45% overall, with a +56% interaction rate and +42% higher attention quality.

Vox Media

Will Won

Revenue Intelligence