Outbrain and News Corp Australia cement new deal
News Corp Australia and technology platform Outbrain have signed a deal for the former to leverage the latter’s Smartlogic solution for an improved “content discovery experience” on its digital properties.
The announcement:
Outbrain, a leading technology platform for the open web, has signed a new agreement with News Corp Australia, the nation’s largest news publisher. This collaboration will leverage Outbrain’s AI powered recommendation technology, Smartlogic, to improve the content discovery experience and how audiences explore and consume media across News Corp Australia’s digital properties.
Set to commence 5 February with a phased rollout across early 2024, this multi-year agreement will see the integration of Outbrain’s advanced publisher suite, including monetisation, audience development and total revenue optimisation technology across News Corp Australia’s diverse online portfolio. Outbrain’s suite will enhance the content recommendation experience on high-traffic sites like news.com.au and taste.com.au.
The arrangement aims to deliver an enriched digital experience to Australian audiences, combining News Corp Australia’s premium publisher content with Outbrain’s expertise in predicting engagement to drive sustainable, year-round revenue.
News Corp Australia reaches 16.7 million online Australians every month, with news.com.au consistently ranking as the top digital news brand in the country. According to the latest Ipsos Iris rankings, news.com.au drew an audience of 12.6 million Aussies in the month of December*.
Eve Solomon, vice president & managing director of publisher business development at Outbrain, commented: “This collaboration with News Corp Australia is a monumental milestone for Outbrain. It epitomises our commitment to innovating and growing alongside leading media houses.
“We are thrilled about the opportunities this opens up for advertisers aiming to reach premium audiences. Our advanced predictive technology, combined with News Corp Australia’s extensive online footprint, will usher in a new chapter of digital excellence and audience engagement, creating meaningful experiences for readers and advertisers in the Australian market.”
Paul Blackburn, director commercial data video and product at News Corp Australia, explained: “Outbrain’s sophisticated technology, experience and focus on audience engagement complements our vision for growth and innovation. We are delighted to be working with them and eager to see the positive impact it will have on our digital platforms.”
With News Corp Australia available through Outbrain’s network for content discovery, advertisers gain unprecedented opportunities to reach a diverse and engaged audience.
The collaboration builds on Outbrain’s market-leading network of publishers in Australia, which includes major Nine Entertainment properties, Daily Mail Australia, and Australian Community Media, further solidifying its position in the Australian market.
Source: *Ipsos iris Online Audience Measurement Service December 2023, Age 14+, PC/Laptop, Smartphone, Tablet, Text Only, News excluding Weather Subcategory & Aggregators, Brand Group, Audience (000s), Audience Reach %, Total Mins (MM), AVG Mins PP
Source: Clear Hayes Consulting
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Taboola must be in some local difficulty with Outbrain on Nine and News.
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