Recommendation platform Outbrain has launched the Content Coalition in Australia to link publishers who want to exchange content audiences in a network .
The coalition invites publishers to form audience exchange networks with other publishers to diversify their audience referral sources.
The initiative, launching first in Australia and New Zealand, enables coalition members to grow audiences through a new channel utilising Outbrain’s SmartFeed technology to exchange links without charge.
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 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.
“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 says users have proven they prefer consuming news in a feed that blends multiple sources of content with diverse points of view.
“Our recommendation engine contains the world’s largest, most trusted news content index," says Galai.
"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.”
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.
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