Publishers From Rolling Stone to PopSugar Pool Ad Sales Efforts to Combat Tech Giants

As Facebook and Alphabet's Google continue to dominate digital ad sales, publishers are increasingly teaming up to give themselves a better shot at competing with the tech giants. New York Media, PopSugar and Rolling Stone are all joining Concert, a digital advertising marketplace operated by Vox Media. Concert shares ad revenue with publishers in the network, but declined to disclose the share each party keeps. Concert, which is a joint venture of Vox Media and Comcast’s NBCUniversal, still lags far behind the biggest tech giants in terms of global audience size. Facebook, for example, said it had 2.2 billion monthly users as of April.