Outbrain

Online content discovery platform Outbrain has renewed its partnership with Network18, and has brought on board a number of other Indian publications, including Indian Express, ABP Live, Financial Express, MTV India (Viacom), ScoopWhoop, Sanjeev Kapoor, StoryPick, MissMalini, and fossBytes, reports TelevisionPost.com. The company already had tie ups with The Times of India, The Hindu and ESPNcricinfo in India.

Outbrain, which offers two solutions called Amplify and Engage, claims to serve about 190 billion recommendations every month and claims to reach 561 million consumers every month (as of September 2014 – comScore data). Engage is a content management software for media organisations, while through Amplify Outbrain promotes content on leading publications like CNN.com, Slate, ESPN, The Daily Telegraph, New York Post, and Time Inc among many others, besides the Indian publications. It currently claims to have tie ups with publishers and marketers in 55 countries.

Outbrain in India

In April last year, Outbrain had appointed Gulshan Verma as the country manager of Outbrain India. Verma was responsible for leading the setup and growth of Outbrain in the country. A month before that, Outbrain had signed a multi-year strategic partnership with Times Internet to offer personalized content recommendations to readers on the latter’s online properties including The Times of India, The Economic Times and Indiatimes among others. At the time, the company had claimed that it has witnessed significant growth in South-East Asia and India in the last 18 months, registering 800 million pageviews on a publisher network comprising of more than 150 publishers.

Competition

– Outbrain’s competitor Taboola had also launched operations in Asia Pacific in December 2013 and had inked agreements with Indian publishers and content providers like Hindustantimes.com, Bollywoodshaadis.com and India.com properties like ZeeNews, CricketCountry, BollywoodLife, The Health Site, BGR India, and others.

– In February this year, former IBNLive CEO Rajan Srinivasan had launched a content marketplace for brands called Scatter. The marketplace curates content from Indian and international publishers, and makes it available for brands to use on social media and other digital platforms (for a fee). Scatter also intended to expand its content offering beyond text to include video, and launch the platform globally in the next 2-3 months. It claims to have tie ups with over 80 Indian and international publishers, including India Today, Indian Express, Outlook (Magazine), IBT Media, Business Today, Rolling Stone, Man’s World, Gizbot, OneIndia and Nativeplanet among others.

– In April, Godot Media co-founders Sophia Solanki and Vishal Dutta launched a content discovery and social media scheduling platform called DrumUp. It allows small businesses, startups and individual professionals to discover relevant content for their audience and schedule the posts for Twitter and Facebook. DrumUp is currently in beta and doesn’t charge a fee.

Image credit: Outbrain