Outbrain launches Content Coalition to fuel audience exchange between publishers
Outbrain, the global recommendation platform for the open web, has announced the launch of the Content Coalition, which invites publishers to form audience exchange networks with other publishers in order to diversify their audience referral sources.
Launched first in Australia and New Zealand, but now available across the EU, the initiative will enable Coalition members to grow their audiences through a new channel by utilising Outbrain’s SmartFeed technology to exchange links, for free.
The move comes as many publishers across the world are looking to diversify their discovery and referral networks after Australian publishers faced an average 16% drop in traffic when Facebook switched off news link sharing in the country for a week in February.
Stephanie Himoff, Global VP Supply Partnerships, Outbrain: “The events of the past few weeks in Australia and Facebook’s move to block news content have demonstrated once again why publishers need to diversify ways to grow their audience. Creating Content Coalitions allows publishers to develop brand loyalty while reducing dependency on search and social platforms.”
Content sharing also creates a richer and contextually relevant discovery experience for audiences, improving the user experience and removing the need for cross-platform news consumption.
Yaron Galai, Outbrain’s Founder and Co-CEO, Listory: “Users have proven they prefer consuming news in a feed environment that blends multiple sources of content with diverse points of view. Our recommendation engine contains the world’s largest, most trusted news content index. Bringing publishers together to create Content Coalitions that improve the user experience is in line with our mission to power the best feed of recommendations for the user, wherever they are.”
This solution allows publishers to have full control over which sites they share links with and set audience exchange rules and policies around the type of content to be recommended.
The exchange will be facilitated using Outbrain’s Smartfeed, a platform which uses AI to recommend appropriate content for the reader. This recommendation creates a more direct link with audiences for publishers, while giving them access to new audience groups.
To find out more about Outbrain’s Content Coalition, visit: https://lp.outbrain.com/content-coalition_/