Outbrain has launched Outbrain Programmatic Access (OPA), available on AppNexus, the advertising technology company. The service, available to customers worldwide, integrates programmatic demand partners into Outbrain’s premium native ecosystem. For the first time, Outbrain will allow AppNexus marketplace customers to bid on its inventory, which comprises the largest premium native supply in the world.
To date, Outbrain has operated a closed marketplace. The OPA program allows select partners to participate in the marketplace using their own data and technology stack. OPA also makes it easy for marketers to leverage Outbrain’s proprietary data and technology to access their audience in a native way.
“Outbrain and AppNexus are two leading companies in the world of digital advertising and together, we offer a true bridge between brands and the programmatic native world. Through this collaboration – we are in an even better position to bring a new premium solution to brands and readers alike, for their discerning discovery needs,” said Fionn Hyndman, Commercial Director, Asia Pacific at Outbrain.
The integration with AppNexus and the creation of an open native programmatic ecosystem unlocks lots of options and flexibility for marketers. It builds on Outbrain’s promise and investment in surfacing new opportunities for marketers through innovation in targeting, analysis, measurement, and data driven Discovery solutions, as a compliment to their Search and Social strategies.
“Outbrain has focused on building a leading premium native platform. It has a clear vision of where the industry needs to go and strong values when it comes to brand safety and trust. This collaboration unlocks opportunity for all of our customers around premium native,” said Brian O’Kelley, CEO and Co-Founder of AppNexus.
Outbrain will aggressively pursue its plans to grow the adoption by marketers and premium brands across its major territories in the coming months and it said in a company statement that there will be further announcements to follow.