Outbrain heralds Content Coalition to accelerate audience exchange b/w publishers
Outbrain heralds the launch of the Content Coalition, globally. The initiative will call for publishers to form audience exchange networks with other publishers to diversify their audience referral sources.
The initiative will also enable Coalition members to grow their audiences through a new channel by utilizing 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.
“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,” says Stephanie Himoff, Global VP Supply Partnerships at Outbrain, adding, “Creating Content Coalitions allows publishers to develop brand loyalty while reducing dependency on the 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 & Co-CEO says, “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,” adds Galai.
This solution aims to allow 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.
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