Outbrain launches Automatic Yield, an industry-first technology to connect content and revenue
Automatic Yield will let publishers measure the value of each and every piece of content they produce and publish, in real time. Singapore Press Holdings to be the first partner to trial this technology in the Asia Pacific region
Published - Mar 28, 2017 11:30 AM Updated: Mar 28, 2017 11:30 AM
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.”
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