Product Overview of Outbrain
Outbrain is a cutting-edge marketing and content discovery platform that connects businesses with engaged audiences, leveraging advanced AI prediction technology to drive superior marketing and publisher results.
What Outbrain Does
Outbrain specializes in recommending various forms of content, including articles, slideshows, blog posts, photos, and videos, to readers on the open web. It acts as a smart matchmaker, linking audiences with content they might not have discovered otherwise. This platform is beneficial for both advertisers seeking to reach wider audiences and publishers aiming to monetize their content on premium digital media properties.
Key Features and Functionality
Targeted Advertising and Content Recommendations
Outbrain uses targeted advertising to recommend content to readers, enhancing engagement between audiences and native content through its proprietary Smartfeed technology. This technology delivers personalized content and improves the overall user experience.
Advanced Bid Strategies
Outbrain offers two primary bid strategies: Conversion Bid Strategy (CBS) and Engagement Bid Strategy (EBS). These strategies help advertisers optimize their campaigns based on their specific goals, such as maximizing return on ad spend (ROAS) or enhancing engagement. The CBS, in particular, allows for semi-automatic bid changes using OB Code, providing flexibility and control over campaign performance.
Data and Prediction
Outbrain benefits from over 17 years of consumer interest and intent data, which fuels its unrivaled outcome prediction capabilities. This extensive data set enables precise targeting and prediction of user actions and attention.
Real-Time Data Dashboard
The platform features a Realtime Data Dashboard that provides live updates on campaign metrics such as impressions, spend, clicks, average CPC, and click-through rate. This tool allows advertisers to monitor their campaigns in real-time, make immediate adjustments, and seize opportunities based on network-level trends.
Audience Segmentation and Targeting
Outbrain offers robust audience segmentation tools, including retargeting, story sequencing, and value-based targeting. Advertisers can build segments based on user interactions, conversion events, and specific actions (e.g., purchases exceeding a certain value). This helps in delivering ads that are highly relevant to the target audience, improving conversion rates and ROI.
OB Code and Automated Rules
The OB Code feature within the Outbrain Dashboard allows marketers to set automated rules for their campaigns. These rules can trigger changes or send alerts when specific conditions are met, enabling continuous campaign optimization and flexibility.
AdBlock Targeting and Publisher Blocking
Outbrain includes features like AdBlock Targeting, which excludes users with ad blockers from the audience, ensuring ads are presented to users more likely to engage. Additionally, advertisers can block up to 30 publishers and 100 sections per campaign to refine their ad placements.
Deal Packages and Inventory
Outbrain offers various deal packages, including Tier 1 Publishers, Outstream Video, and Target Interest deals. These packages provide access to premium digital media properties, high-viewability video inventory, and contextually relevant targeting options. The direct, code-on-page integrations with publishers ensure exclusive and high-quality inventory for advertisers.
Reporting and Analytics
The platform’s reporting features are comprehensive, allowing advertisers to track, analyze, and optimize their campaigns with precision. The dashboard provides detailed data on campaign performance, which can be sliced and diced by various parameters such as date range, campaign, content, and device type.
In summary, Outbrain is a powerful tool for advertisers and publishers, offering advanced AI-driven content recommendations, sophisticated bid strategies, real-time data analytics, and robust audience targeting capabilities. Its features are designed to maximize engagement, conversion, and ROI, making it a valuable asset in the digital marketing landscape.