Outbrain, a recommendation platform for the open web, has launched a new multi-year partnership with prominent youth publishing network Pedestrian Group, providing advertisers greater access to hard to reach audiences.
The agreement sees Outbrain’s Smartfeed technology running across Pedestrian’s suite of premium digital properties and owned channels including Pedestrian.TV, Business Insider Australia, Lifehacker Australia, Kotaku Australia, Gizmodo Australia, Vice AU/NZ and the recently launched Refinery29 Australia.
These websites achieve more than 17 million page views per month and are the leading source of news and content for Millennial and Gen Z audiences, with a unique monthly audience of 4.16 million Australians.
Outbrain’s Smartfeed provides an endless feed of content discovery that allows publishers to customise the user experience, improving both engagement and revenue.
This technology is already running across other Nine-owned mastheads including Australia’s most-read news brands The Sydney Morning Herald and The Age as well as Nine.com.au, with an estimated combined reach of 19.4 million readers.
Andrew Burke, managing director of APAC and growth markets at Outbrain, said: “We are really excited to partner with Pedestrian Group, which is at the forefront of youth culture.
“This partnership continues Outbrain’s mission to support quality publishers and advertisers across the region, and we’re committed to creating a premium experience for Pedestrian’s audience.
“It’s fantastic to extend our relationship with the Nine family of brands, and we’re looking forward to integrating not only the Smartfeed technology. but other strategic initiatives.
“Outbrain’s recent IPO means we’re in a great position to invest even further in innovating existing and new products, which will benefit everyone.”
Matt Rowley, CEO of Pedestrian Group, said: “As Australia’s leading youth-focused publisher, we pride ourselves on creating content that obsesses our users.
“We’re excited to create this new partnership with Outbrain over the next three years and make the most of their technology and quality across our family of epic brands.”
