Outbrain is an advertising company which helps app brands connect with one-third of the world’s consumers engaging with content on the open web. It uses targeted advertising to recommend the content to readers. Some of the features they offer are A/B testing, behavioural targeting, audience segmentation, geo-targeting and cross-channel retargeting.
They reach consumers when they are in discovery mode, looking for that ‘what’s next’ moment. They provide consumers with the ability to discover products and services they never knew existed but that are relevant and of interest to them thanks to their proprietary targeting technology.
The content the company advertises can be the publishers own or links to external sites. They accept a large variety of content from a range of verticals. Types of which can be fashion, technology, business, politics, science and more.
Once you’ve submitted your content to Outbrain it will be checked and if it’s suitable it will be accepted. After a few days of submissions, your piece will be in what they call an exploration phase. This is to ensure your content reaches as wide of an audience as possible.
More than 50 algorithms are used to endorse each piece to the most interested readers across their network. To help describe the way their algorithms will recommend your content, Outbrain has four groups. These are Personal, Behavioural, Contextual and Popularity.
Personal is what the reader’s personal preference is, Behavioural is readers which share near-identical preferences. Contextual is if the content is related to the environment it will be in and lastly, Popularity is which content which is trending across their network.
After this phase is completed, the algorithms will prioritize the most engaging headlines in your campaign. They will filter out what content is performing best and use that to attract your audience. A simple yet effective service that should support your goal.
You also have flexibility over your campaign through some advertising targeting options. Interest targeting allows you to reach your audience based on their interests. With lookalike audiences, you can reach people who have similar profiles to your active customers or visitors. Data marketplace targeting uses Outbrain’s marketplace partners to connect your audience and bid strategy targeting automatically adjusts which audiences see your campaign while keeping CPA low.
If you want to advertise your brand then Outbrain would be a good option with 290 billion discoveries a month with more than 55 countries. They’ve also earned a strong reputation having worked with some of the most recognized media companies including BBC, CNN, The Guardian, The Washington Post, Conde Nast, MSN, El Pais, Le Monde, and many more. So you can trust them with your campaign.
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Sources: Company Data, Press Reports, Linkedin, Twitter, Owler, SimilarWeb
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