Nine has signed a multiyear deal with Outbrain to use its advertising feeds across the media company’s digital properties, including Nine.com.au, The Sydney Morning Herald, The Age, Brisbane Times, and WAtoday.

Terms of the deal, which began at the start of the year, were not disclosed. The agreement follows Outbrain’s recent partnership with regional publisher Australian Community Media.

Outbrain alternative Taboola signed a similar deal with Seven West last year and also has News Corp signed up in Australia.

The two native advertising platform companies had been set to “merge” in an $850 million deal that was eventually nixed when Taboola backed out over concerns about Outbrains performance.

Nine picks Outbrain

Now back as rivals, Outbrain has secured Australia’s largest locally owned media company, Nine.

The Outprain platform running on Nine’s Sydney Morning Herald site. Image: Supplied.

For Nine – currently involved in an ugly stoush with Facebook and Google over revenue sharing – native advertising platforms like Outbrain offers it a revenue source outside the digital advertising duopoly.

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.”

Andrew Burke, Managing Director APAC and Growth Markets for Outbrain, said the partnership with Nine would expand the trusted brands on offer to its advertising network.

“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.”

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