Outbrain and Pedestrian Group sign multi-year deal
Discovery and native advertising platform Outbrain has signed a new multi-year partnership with Nine-owned Australian youth publishing network the Pedestrian Group. Nine and Outbrain already have a deal in place for Nine’s other main publishing mastheads such as Smh.com.au, Afr.com.au and Theage.com.au.
The agreement sees Outbrain’s Smartfeed technology running across Pedestrian’s suite of digital properties and owned channels including Pedestrian.TV, Business Insider Australia, Lifehacker Australia, Kotaku Australia, Gizmodo Australia, Vice AU/NZ and the recently launched Refinery29 Australia.
The launch coincides with the announcement of an ongoing partnership between Refinery29 Australia and Getty Images, a stock photo library.
Andrew Burke, managing director of APAC and growth markets at Outbrain, said of the partnership: “We are really excited to partner with Pedestrian Group, which is at the forefront of youth culture. This partnership continues Outbrain’s mission to support quality publishers and advertisers across the region, and we’re committed to creating a premium experience for Pedestrian’s audience.
“It’s fantastic to extend our relationship with the Nine family of brands, and we’re looking forward to integrating not only the Smartfeed technology, but other strategic initiatives. Outbrain’s recent IPO means we’re in a great position to invest even further in innovating existing and new products, which will benefit everyone.”
Matt Rowley, CEO of Pedestrian Group, added: “As Australia’s leading youth focused publisher, we pride ourselves on creating content that obsesses our users. We’re excited to create this new partnership with Outbrain over the next three years and make the most of their technology and quality across our family of epic brands.”
In July 2021, Outbrain, added a string of new senior hires across its Asia Pacific team. Later that month, the New York-based company also raised A$215 million at a A$1.68 billion valuation in its initial public offering on the New York Stock Exchange (NYSE).
The company sold eight million shares of common stock on Nasdaq at US$26.90 a share, and the price rose above that during the first day of trading to A$28.23, but then descended back to close at A$27.10 a share by the end of the day. Outbrain is trading under the stock symbol “OB.”
In January 2021, Outbrain signed a three-year deal with Australian Community Media (ACM).
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multi-year partnership
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