Guardian starts providing paid-for related-story links to external websites - Press Gazette

Guardian starts providing paid-for related-story links to external websites

Guardian News and Media has become the latest UK national news provider to use third-party technology to provide linked story suggestions to readers.

Outbrain provides a widget which suggests relevant linked stories elsewhere on and which also points readers to news websites around the web which pay per click for each reader. Revenue from the outside links is shared between Outbrain and the publisher.

Here is the announcement in full from Outbrain:


Guardian News & Media has partnered with leading content discovery platform Outbrain to increase user engagement across its site, via smart personalised recommendations on editorial content.

Guardian News & Media will work with Outbrain, using its complete solution for content recommendation across text articles. In addition to providing internal links to boost engagement across its website, Guardian News & Media will also use Outbrain to provide links to external third-party content on a pay per click (PPC) basis.

Tim Gentry at Guardian News & Media said: “We are constantly looking for new ways to showcase our award-winning journalism and keep our ever-increasing audiences interested, engaged and active with relevant content across our digital platforms. Outbrain is a premium publisher network, with a strong presence in the UK and a strong focus on quality content, which made them an obvious choice of partner for us.”

Stephanie Himoff, Outbrain’s UK Managing Director said: “The Guardian is one of the most innovative and forward thinking publishers in the world. Not only is it known as the reference when it comes to editorial quality, its digital-first strategy is leading the way when it comes to online content. We’re delighted to be working with them as a long-term partner.

“Content discovery is continuing to grow in importance and it’s fantastic to be able to work with Guardian News & Media, helping their readers discover great content online. We have experienced strong growth in the UK over the last two years, continued to develop our offering and reach as well as developing the product to best serve publishers as they continue to focus on content discovery.”

Outbrain serves twice as many recommendations per day as its closest competitor and is constantly building its offering through innovation and strategic acquisitions. Outbrain most recently acquired Visual Revenue, which uses real-time recommendations to help editors optimise the content, and in 2012 acquired content curation platform Scribit all in a bid to continue to develop and improve its product offering.

In the UK, Outbrain is currently implemented on over 200 publisher sites including The Telegraph, Sky News and The Daily Express. Outbrain recently extended its global reach to seven new European markets including France, Germany and The Netherlands. Worldwide Outbrain now serves over 90 billion recommendations per month and is installed on over 100,000 sites. 



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