Content discovery platform Outbrain announced today that it has signed an exclusive long-term partnership with Deccan Herald, one of South India’s top English newspapers. The partnership with Outbrain will allow Deccan Herald to fully leverage the Outbrain Engage platform and to maximise on insights and analytics that will help it to surface the best recommendations across both organic and sponsored content. As part of the platform offering, Deccan Herald will draw on Outbrain’s proprietary technologies and tools, allowing it to marry editorial curation with personalisation, increase audience engagement and growth, and enhance its digital strategy by connecting content creation to revenue.
“Digital content consumption is on the rise in India and we are excited to tap into Outbrain’s offerings to better understand and engage our growing base of digital users through powerful and strategically placed native experiences,” said Om Sharan Pandey, Digital Business Head, The Printers (Mysore) Pvt. Ltd. “In the fast-paced world of content marketing, content distribution has become fundamental to our strategy, and we are confident that Outbrain will help us take our digital capabilities to the next level.”
Sigrid Kirk, Vice President of Engage, Asia Pacific at Outbrain, said, “We are delighted to launch this partnership with Deccan Herald. Our focus is on equipping publishers with the tools to drive monetisation through enhancing user experience, trust and loyalty, especially against the backdrop of a saturated digital environment. Audience attention is increasingly difficult to secure, but content personalised for its digital users and based on unique insights and analytics will provide the Deccan Herald with meaningful cut through.”
Outbrain continues to work with some of the world's best and most premium publishers to provide brands, agencies and content marketers with a high-quality environment against which to deliver their digital campaigns. “Through this collaboration, Deccan Herald will be able to draw on one of the top revenue generating platforms for publishers in India,” added Sandeep Balani, Director, Business Development India at Outbrain. “Our focus on audience experience delivers long-term value to our media partners and we aim to continue establishing strategic relationships across the region with key Indian publishers like the Deccan Herald.”
India is one of Outbrain’s fastest growing markets and presents a big opportunity for publishers, brands, and marketers looking to connect with consumers through content. To date, Outbrain has established key partnerships with Indian Express, The Hindu, Viacom, Eenadu India, Sanjeev Kapoor and several others. Recently, it also announced an exclusive partnership with Money Control and Patrika.com.