Time Inc. in Deal with Outbrain Worth More than $100 Million
J Thoendell stashed this in Tech
Time Inc., the nation's largest magazine publisher, has struck a deal making Outbrain the exclusive external provider of recommended stories for Time Inc.'s websites, including Time.com and People.com. Until now, Time Inc. had worked with a mix of the companies whose ubiquitous content-recommendation widgets help push traffic around the web. The pact is worth more than $100 million to Time Inc.
As a "content recommendation" or "content discovery" company, Outbrain puts links beneath articles published across a variety of websites, including CNN.com, Slate and ESPN. Media companies and marketers pay Outbrain to place those links on publishers' sites in order to drive traffic to their content. Outbrain shares this revenue with the publishers where the links appear.
"We selected Outbrain not only because the revenues were higher than others but because its engine drives better recommendations than others," Andy Blau, senior VP and group GM of ad sales at Time Inc., said of the company's deal
Outbrain has really managed the concept of web rings brilliantly.
I'm not convinced their recommendation engine is personalized, but it doesn't have to be.
Consumers seem to have no problem clicking recommended links.
I wonder how much the picture and the words affect click through rates.