Vox Media, a publishing house for the digital age, has landed a $200 million strategic investment from the entertainment group NBCUniversal, forming a partnership between the new and old media companies to collaborate on programming, advertising and technology.

Announced on Wednesday, the deal values Vox — home to eight thematic digital media brands including the sports-focused SB Nation, the video game site Polygon, the tech site The Verge and the news hub Vox.com — at about $1 billion, according to an executive with knowledge of the negotiations who spoke on the condition of anonymity.

Additionally, NBCUniversal, which is owned by Comcast, is preparing to make an investment of about $200 million in BuzzFeed, the digital media hub known for its trending quizzes, shareable lists and push into journalism, according to two other executives who also spoke on the condition of anonymity. That deal would value BuzzFeed at about $1.5 billion, they said. A BuzzFeed spokeswoman declined to comment.

The two deals represent the latest matchup between media giants and digital upstarts as the lines between the two worlds blur. Both sets of companies are rushing to understanding the other’s business as people’s media habits rapidly change.