Outbrain’s Revised Guidelines Call On Industry to Put Reader Trust First

Outbrain’s Revised Guidelines Call On Industry to Put Reader Trust First

Outbrain, the world’s largest content discovery platform, has released a new set of content guidelines designed to update the parameters of what content it will accept across its growing network.

Isabella Barbato
Posted by Isabella Barbato

Revised annually, the updated guidelines are the latest move by the category leader to ensure readers and publishers come into contact with the most interesting, authentic and, above all, trusted content.

“Maintaining reader trust has and always will be our number one priority,” said Yaron Galai, co-founder and CEO of Outbrain. “As the industry recognizes the promise of content discovery, we believe that, in order to create a long-term and sustainable future, the industry must abide by one simple premise – content recommendations should point to genuine content that is valuable to the reader.”

Outbrain’s content guidelines, which are publicly available here and must be adhered to by all customers placing recommended links, make clear that only content which is informational and/or has intrinsic entertainment value to the reader, should appear on Outbrain network sites. Links that drive to commercials, infomercials, advertising copy, or self-promotional content will be subject to close scrutiny before being approved for publication.

“We believe that these are guiding principles which the entire industry, including publishers and our counterparts, should adopt,” Galai added. “Placing audience satisfaction and trust first and foremost will future-proof our whole industry for growth.”

In addition, the content discovery leader has put in place a number of other initiatives that underpin its ‘always-on’ focus on user trust:

  • A tool that gives publishers the power to make decisions about content links on their sites and allows them to exclude links as they see fit, ensuring they control the authenticity of their readers’ experience
  • Bolstering its team with the addition of a full-time content strategist to ensure its content guidelines are constantly advanced and iterated upon, in line with the evolving landscape
  • Headline restrictions that clamp down further on misleading, sensational or too-good-to-be-true claims, aggressive marketing and sales language.

“In Australia, over the past 12 months we have witnessed a significant movement towards the production of branded content,” says Ayal Steiner, General Manager of Outbrain ANZ.

“Australian brands, across different industries, are shifting their digital focus to content marketing, in the shape of content hubs, native articles and custom videos. We love working with partners who effective leverage trust worthy content to help them reach interested audiences. Outbrain’s updated guidelines are designed to help marketers maintain focus on the production of high quality content that is designed to engage and provide value to online audiences.”

Established in 2006, Outbrain was the first to market with its content discovery platform and has led the market ever since, raising $99 million to date and more than doubling revenue year-over-year for the past four years. Outbrain’s global footprint extends to 17 national offices, and the company now serves over 150 billion personalized content recommendations every month.

As it rolls out these new guidelines, Outbrain continues to build on its strong growth trajectory. In April, Outbrain had 190,083,000 million unique visitors in the U.S., according to ComScore, and is outpacing Facebook in reach in leading indicator markets like Germany.