NBCUniversal is teaming up with Vox Media for a cross-platform advertising partnership, the first initiative since investing $200m in the digital publisher last summer.

Through Concert, brand marketers will be able to reach more than 150 million people across Vox Media’s eight properties and NBCUniversal’s digital properties, bringing mobile, video, native and high-impact ad products.

“Vox Media has been committed since day one to raising the quality bar in digital advertising for marketers and audiences,” said Vox Media chief executive and chairman Jim Bankoff.

“Now, with NBCUniversal as our partner, we have the opportunity to take what works so well across Vox Media’s advertising program and our own properties, and scale it across more of the best brands in media and to a larger audience.”

NBCUniversal chairman for class premium advertising capability Linda Yaccarino felt the initiative combined “the scale and diversity of NBCUniversal’s content portfolio and audiences with Vox Media’s leading brands, technology capabilities and advertising products” to create “a best-in-class premium advertising capability that is unparalleled in the marketplace”.

“With one conversation, our clients can easily access a safe, quality environment to extend their campaigns,” she added.

Concert’s data product capability enables real-time creative optimizations, including copy, image, and CTA, claiming to delivering increased engagement. Vox Media and NBCUniversal’s sales teams will also be partnering to take Concert to market, with plans to expand to include other premium publishers in coming months.