New Native Programmatic Offering Enables Increased Scale, Targeted Precision, and Cost Per Click Pricing
Outbrain Extended Network announced at dmexco, September 13-14
COLOGNE, Germany & NEW YORK – Outbrain, the world’s largest premium discovery platform, announced the Outbrain Extended Network (OEN), the company’s latest addition to its growing programmatic offering. OEN helps marketers seamlessly and efficiently reach thousands of additional publishers, increasing scale up to 50 percent, with the added benefit of all of Outbrain’s advanced targeting solutions. Additionally, OEN enables marketers to seamlessly buy these native ad placements using cost per click pricing as opposed to paying for impressions.
“We recognize that the native advertising space is young and constantly evolving. Our clients are asking for easy and scalable ways to reach their target audiences”
“We recognize that the native advertising space is young and constantly evolving. Our clients are asking for easy and scalable ways to reach their target audiences,” said Yaron Galai, Founder and CEO of Outbrain. “Now, with Outbrain Extended Network, marketers have access to thousands of additional native ad placements and can continue to leverage Outbrain’s unique user interest graph data and post-click engagement and conversion data to reach the audiences most receptive to their message. OEN takes the effectiveness of native advertising and combines it with the scale of display.”
How OEN Works
OEN streamlines the ability for marketers to access native inventory. Previously marketers were forced to work directly with each individual publisher or various supply-side platforms, making it burdensome to synchronize and optimize bidding strategy and budgets across this landscape. OEN is now available to all managed accounts and starting in September, it will be rolled out on Outbrain’s dashboard, simplifying marketer’s access to these placements.
All of Outbrain’s targeting solutions are also available with OEN, including Lookalike Audiences and Outbrain’s retargeting tools, which are powered by more than 10 years of user interest, engagement and conversion data derived from relationships with top publisher websites.
The OEN technology is powered by Zemanta, the native DSP that Outbrain acquired in July. Outbrain and Zemanta have been co-developing OEN for the last 10 months.
Outbrain’s Commitment to Brand Safety
Outbrain was the first discovery network to establish guidelines for brands and publishers, and it continues to lead in this space.
To ensure brand safety through OEN, Outbrain has a robust team of professionals that vets publishers for all clients. Additionally, for those marketers looking for even greater transparency and control, the dashboard also allows customers to view and exclude any OEN publisher at an individual level.
About Outbrain
Outbrain (www.outbrain.com) is the world’s leading premium discovery platform, bringing personalized, relevant online, mobile and video recommendations to audiences while helping publishers understand their audiences through data. Outbrain serves more than 275 billion personalized recommendations, reaching nearly one billion users every month across the globe.
Outbrain’s expansion to some of the web’s largest global properties is a reflection of its rapid growth and its successful innovations in supporting a new era of digital publishing. Top-tier premium publishers that currently leverage the Outbrain platform include: CNN, ESPN, Time Inc., Le Monde, Fox News, The Guardian, The Telegraph, New York Post, Sky News, TF1, Condé Nast, Bild, Orange, and L’Equipe. Additionally, through its recent acquisition of Zemanta, marketers can now access more than 5,000 additional publishers’ native ad placements through Outbrain Extended Network, as well as programmatically.
Founded in 2006, the company is headquartered in New York with a presence in the U.S., U.K., Germany, France, Spain, Italy, Singapore, Japan, Australia, Brazil, and Slovenia.
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