Vox Medias and NBCUniversal’s Concert, a publisher-led marketplace offering advertising from both companies, has now gone programmatic with the help of a partnership with global ad marketplace Index Exchange.

This enables advertisers to reach over 200m people via Concert’s network of editorial brands, while being able to layer on their own data and audience insights. Concert units are said to provide a 170 per cent better click-through rate than standard programmatic ads.

“Concert now introduces a truly premium programmatic option for advertisers to combine our custom ad products, with access to Concert’s brand-safe prestigious inventory and publisher first-party data, but with more control and ease of access,” said Ryan Pauley, general manager of Concert. “Index Exchange has been a valuable partner to us throughout the years, they understand our mission of creating quality advertising that is trusted by brands and audiences, and will help us drive these innovations as we extend Concert’s availability in the marketplace.”

Concert’s offering will be compatible with demand-side providers (DSPs) including Rocket Fuel, DoubleClick Bid Manager, The Trade Desk and MediaMath.