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News Corp Australia partners with Outbrain to refine digital content discovery
Tue, 13th Feb 2024

News Corp Australia, the nation's preeminent news publisher, has inked a deal with Outbrain, a distinguished technology platform for the open web. This partnership is set to employ Outbrain's Smartlogic, an AI-powered recommendation technology, to refine the content discovery experience for audiences exploring and consuming media across News Corp Australia's digital properties.

Having commenced earlier this year, the extensive multi-year agreement promises to bring together Outbrain's advanced publisher suite, encompassing monetisation, audience development and total revenue optimisation technology, into News Corp Australia's widespread online portfolio. The ambitious endeavour is expected to enhance the content recommendation experience, particularly on high-traffic sites such as news.com.au and taste.com.au.

The primary objective of this partnership is to offer an improved digital experience to Australian audiences. The combination of News Corp Australia's high-quality publisher content and Outbrain's proficiency in predicting user engagement aims to generate sustainable and consistent revenue. News Corp Australia already has an impressive reach, with 16.7 million online Australians partaking of their content every month, while news.com.au perpetually ranks as the top digital news brand in the country.

Outbrain's Vice President & Managing Director of Publisher Business Development, Eve Solomon stated, "This collaboration with News Corp Australia is a monumental milestone for Outbrain. It epitomises our commitment to innovating and growing alongside leading media houses. We are thrilled about the opportunities this opens up for advertisers aiming to reach premium audiences. Our advanced predictive technology, united with News Corp Australia's extensive online footprint, will usher in a new chapter of digital excellence and audience engagement."

Moreover, Paul Blackburn, Director Commercial Data Video and Product at News Corp Australia, spoke about the deal: "Outbrain's sophisticated technology, experience and focus on audience engagement complements our vision for growth and innovation. We are delighted to be working with them and eager to see the positive impact it will have on our digital platforms."

With News Corp Australia joining Outbrain's network for content discovery, advertisers will have unparalleled opportunities to engage with a diverse and active audience. This collaboration also expands Outbrain's market-leading network of publishers in Australia, which already includes significant entities like Nine Entertainment properties, Daily Mail Australia, and Australian Community Media. This deal cements its position in the Australian market.

Outbrain is a technology platform that drives business results by engaging people across the open internet. Outbrain predicts moments of engagement to drive measurable outcomes for advertisers and publishers using AI and machine learning across more than 7,000 online properties globally. Founded in 2006, Outbrain is headquartered in New York with offices in Israel and across the United States, Europe, Asia-Pacific, and South America.