Nine’s Pedestrian Group has signed a multi-year partnership with recommendation platform Outbrain.
The tie-up will provide advertisers with greater access to the youth publisher’s audience.
As part of the agreement, Outbrain’s Smartfeed technology will run across Pedestrian’s suite of digital properties and owned channels including Pedestrian.TV, Business Insider Australia, Lifehacker Australia, Kotaku Australia, Gizmodo Australia, Vice AUNZ, and the newly launched Refinery29 Australia.
Together, these websites reach more than 17 million page views per month and have a unique monthly audience of 4.16 million Australians.
“This partnership continues Outbrain’s mission to support quality publishers and advertisers across the region, and we’re committed to creating a premium experience for Pedestrian’s audience,” says Outbrain managing director of APAC and growth markets Andrew Burke.
“It’s fantastic to extend our relationship with the Nine family of brands, and we’re looking forward to integrating not only the Smartfeed technology, but other strategic initiatives. Outbrain’s recent IPO means we’re in a great position to invest even further in innovating existing and new products, which will benefit everyone.”
Outbrain's Smartfeed provides a feed of content discovery that allows publishers to customise the user experience, improving both engagement and revenue. The technology is already running across other Nine-owned mastheads including The Sydney Morning Herald, The Age, and Nine.com.au with an estimated combined reach of 19.4 million readers.
“As Australia’s leading youth focused publisher, we pride ourselves on creating content that obsesses our users,” Pedestrian Group CEO Matt Rowley.
“We’re excited to create this new partnership with Outbrain over the next three years and make the most of their technology and quality across our family of epic brands.”
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