ACM and Outbrain announce new 3-year deal

Discovery and native advertising platform Outbrain has signed a three-year deal with Australian Community Media (ACM).

The partnership is set to help to further monetise the growing audiences across the ACM network.

The partnership will see Outbrain’s Smartfeed featured across all of ACM’s sites in Australia, providing advertisers with inventory to connect products and services to  regional audiences.

An example of the Outbrain offering on ACM platforms

Outbrain managing director, APAC and growth markets, Andrew Burke, said: “We’re excited to announce our partnership with ACM and support the company on its mission to serve premium regional audiences.

“Outbrain is continuing to invest in market leading tools and services which are all designed to help publishers better monetise their content and for marketers to reach and engage relevant audiences.”

This is the first significant commercial announcement since ACM appointed Tony Kendall as managing director, following Allen Williams’ departure in December after 30 years with the organisation.

Outbrain’s other notable publishing partner is Nine Entertainment Co, while Taboola has signed up rivals News Corp and Seven West Media.

Outbrain and competitor Taboola announced plans to merge in 2019, but the merger was called off due to commercial disagreements between the two and some regulatory hurdles.

ACM has more than 170 leading rural and regional newspapers and community-based websites which serve millions of people across the country including The Canberra Times, Newcastle Herald, Illawarra Mercury and Bendigo Advertiser. Approximately  8.8 million Australians live in regional areas, making it one of the fastest growing markets for several brand categories.


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