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Cable Technology Feature Article

November 30, 2012

Univision One of the First to Select Outbrain Platform

By Raju Shanbhag, TMCnet Contributor

Outbrain is a content discovery platform that helps users by providing recommendations and assisting its audience to discover more content on their site that is personally interesting to them. By providing recommendations to high-quality third-party content on other sites, the company can also add a new revenue stream.

Recently, the company announced that Univision Interactive, the digital division of Univision Communications Inc., a media company serving Hispanic America, is among the first to make use of Outbrain's platform.

The company was looking to enhance reader engagement across Univision's online and mobile sites, and so it carried out a test of Outbrain's platform. By powering links to high-quality third-party content, the company has now engaged Outbrain to further monetize their site.

While adding additional page views allowing users to considerably grow their advertising business, the addition of paid recommendations opens up a new revenue stream for Univision. The links to recommended reading, which are powered by Outbrain’s proprietary algorithms, will be featured along with Univision's editorial content.

Outbrain's Vice President of Hispanic Markets, Erik Cima, commented, "With Hispanics rapidly approaching 20 percent of the total U.S. population, we felt that it was incredibly important to create a targeted offering, including Spanish-language capabilities, for the publishers that serve this demographic. Not only are we proud to work with such a forward-thinking publisher, but Univision's massive penetration among U.S. Hispanics significantly boosts our footprint in this market.”

Recently, the company also introduced Outbrain Amplify's self-service platform – a quick and highly effective solution for marketers focusing to driving a highly engaged audience to their best online content. The self-serve platform is an extension of the company's core offering that enables companies of all sizes and budgets to distribute their content at scale and was previously available only to larger brands.

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Edited by Allison Boccamazzo

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