Australia’s largest locally owned media company Nine has signed a multi-year partnership with discovery and native advertising platform Outbrain.
The agreement sees Outbrain’s Smartfeed technology running across a suite of Nine’s premium digital properties which include Nine.com.au, The Sydney Morning Herald, The Age, Brisbane Times, WAtoday. These websites achieve more than 625 million page views per month.
Andrew Burke, Managing Director APAC and Growth Markets for Outbrain, commented: “We’re really excited to bring the power of Nine’s amazing brands to our advertising network. These are household brands every Australian has grown up with, and that trust and heritage delivers real impact for advertisers on these sites.
“Having spent time with the Nine team it’s clear they are one of the most innovative and rapidly-evolving media organisations in the world, so their decision to partner with Outbrain is testament to the world-class quality of our technology.”
Native and infeed advertising is one of the most rapidly growing sectors in the Australian advertising landscape, with the last set of IAB Australia figures showing 19% growth for the September quarter.
Michael Stephenson, Nine’s Chief Sales Officer, said: “We’re delighted to welcome Outbrain as a partner of Nine. Outbrain’s proprietary technology and solutions will offer yet another vehicle for advertisers looking to reach the unique and premium audiences within our digital ecosystem.”
The deal, which began on January 1, comes as Outbrain recently announced a partnership with regional publisher Australian Community Media.