Top Story

e4m_logo.png

Home >> Digital >> Article

Outbrain launches Automatic Yield, an industry-first technology to connect content and revenue

28-March-2017
Font Size   16
Share
Outbrain launches Automatic Yield, an industry-first technology to connect content and revenue

Outbrain, the leading premium discovery platform, today unveiled Automatic Yield, a patent-pending technology that allows publishers to track the revenue value of content in real time. For the first time on the web, Outbrain will launch a paid-for solution that provides proprietary insights into all aspects of a publisher’s revenue, not just Outbrain revenue, marrying real-time revenue value to the owned content a publisher circulates throughout its site. This will allow Outbrain’s publisher partners to monetise audiences based upon an immediate understanding of each and every piece of content through a single dashboard.

There are eight premium publisher groups and media partners amongst the first to successfully implement and take advantage of Automatic Yield’s traffic shaping and revenue reporting. Publishers have seen up to a 65 per cent raise in incremental revenue with limited trade-off between revenue and CTR.

Outbrain is currently in the process of rolling-out Automatic Yield across Asia Pacific, with Singapore Press Holdings Limited (SPH) being the first partner to trial this technology in the region. Outbrain will continue to pursue plans to grow the adoption of this revolutionary technology across the market in the coming weeks and months.

“Automatic Yield solves one of the core problems digital publishers have faced from the beginning: how to connect content programming and revenue delivery with a single piece of technology,” said Yaron Galai, Co-Founder and CEO, Outbrain.

“Through Automatic Yield, Outbrain provides a unifying layer that brings revenue and editorial teams together, and affords media companies with the technology and data they need to track the value of all content in real time, maximize their revenue streams, and grow their audience. Our vision is to offer a single platform that allows publishers to manage and optimize all their revenue and afford them a revenue tool that editors will love,” Galai added.

See all your revenue in one place

Media companies rely on many different monetisation partners and ad types to drive daily, monthly, and yearly revenues. In order to grow revenues, they need to understand how much money they make on each piece of content, each user, each monetisation partner, and traffic referral source. For the first time, Outbrain is tying it all together in a Total Value Report.

Outbrain’s new revenue reporting allows a publisher to see and manage all their revenue through a single dashboard from all different partners (Outbrain and non-Outbrain), traffic sources (e.g. Google, Facebook, Twitter, etc.), verticals, devices, users, and much more. The publisher will see their “total revenue” for the selected timeframe within the dashboard and have the ability to dig into the data at a micro level.

This new level of transparency allows publisher revenue teams to understand exactly how much money is made from this piece of content vs. that one consumed on-site vs. consumed off-site, and will inform on spending decisions, advertising strategy, off-platform revenue opportunities, when to take action, and more.

“In my 20 years in digital media, there has never been a way for publishers to really understand or measure the value of each and every piece of content they produce and publish,” said Sigrid Kirk, Vice President, APAC, of Engage at Outbrain. “For the first time, Automatic Yield answers that question, and enables them to make critical decisions about what content is most valuable, what content to produce, to promote and distribute, and how to most effectively monetise that content. Using the Outbrain Platform and Automatic Yield, publishers can now manage their content and traffic to maximise both user engagement and revenue. There has never been a tool like this, for publishing executives to see the performance of their entire business, from content production through to revenue delivery. This demonstrates that unlike our competitors, Outbrain is a complete platform for publishers, with a powerful set of tools and capabilities to help publishers grow their entire business.”

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions

Perfumes are invisible and these new ads from Skinn create a story out of this

New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking