Early findings indicate the ads perform as well as, and sometimes better than, ads on Vox Media’s own sites. To Hadgis, those results validate a recent study by Digital Content Next and comScore that showed ads on premium sites outperformed ads on run-of-the-mill sites.
While audience networks aren’t new ideas, Vox Media brings unique data and tech and – with creative intelligence – superior A/B testing, Hadgis said.
Vox Media publisher affiliates can also display Vox Media’s signature 1060-by-590 ad format, “Athena,” along with newer ad formats for mobile audiences, like a vertical video unit. (Half of Vox Media's audience is mobile, but that can rise to 80% during times like Sunday football on SB Nation.)
Across its network, Vox Media can automatically recalibrate ads based on insights from its homemade tech, optimizing within days instead of weeks. For instance, when a player in a fantasy football ad is injured, the ad’s performance also falters.
“He got a season-long injury on Sunday, and by Tuesday his creative plummeted eight times. We were able to stop serving ads with his image or ad in it within days,” Hadgis said, citing one recent example.