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India.com in pact with content discovery platform Outbrain

MUMBAI: Leading online publisher India.com has entered into a multi-year strategic partnership with content discovery platform Outbrain.

The deal will empower the media company and its properties to fully leverage the Outbrain guided personalisation platform.

India.com runs a slew of websites including Zeenews.com, dnaindia.com, Bollywoodlife.com, Cricketcountry.com, OnCars.in, Prepsure.com, BGR.in, Careerfundas.com, TheHealthSite.com, Travel.india.com and Video.india.com.

The platform will empower India.com to manage their own content recommendations maximising the monetisation of their audience to other content publishers, driving increased audience engagement, and providing key insights and analytics about their core digital users.

India.com has also confirmed their plans to implement Outbrain’s recently launched product, Native In-Feed. The product, announced last month, allows publishers including India.com for the first time to use the Outbrain platform to serve native, in-stream advertising. Through Native In-Feed, Outbrain partners will now be able to sell their own campaigns and use Outbrain’s UI and tools to seamlessly deliver these campaigns to their audiences.

India.com COO Sandeep Amar said, “We are really happy to partner with Outbrain, and use their technology and products to makes sure our users and advertisers get benefits from it. We are confident they will deliver the highest quality recommendations and best monetisation options for India.com. We look forward to bringing the Outbrain solutions to our advertising partners in India.”

Outbrain GM SEA & India Gulshan Verma added, “Over the last few months, we’ve increasingly observed publishers integrating their services into their sales platforms, allowing for more native placements. Previously, most of the Outbrain content was contained in a widget at the bottom of the page but, by working with the publisher’s direct sales teams, we have now started serving content in premium locations like the right rails, homepages, mobile pages, thus providing better customer experience for the reader and monetisation opportunities for publishers in India.”

Outbrain has spent the past three years on the ground in Asia building the network of premium sites for content discovery. India continues to be one of the company’s fastest growing markets.