Outbrain and Dentsu Aegis Network announce new primary partnership deal in Australia

Dentsu Aegis Network Australia has solidified its existing relationship with the world’s largest content discovery platform by selecting Outbrain as one of its primary partners for content marketing, content amplification and branded video distribution.

Outbrain allows content marketers to promote digital content across desktop, tablet and mobile to Australian audiences directly from online publisher sites.  In Australia, Outbrain partners with premium publishers such as Fairfax Media, News Corp, MI9, Yahoo!7, The Guardian and Bauer Media.

Says Andrew Reid (pictured), Dentsu Aegis Network Australia head of digital and data: “As our clients shift more into digital content marketing, we are focused on providing solutions that help brands scale and drive the right impact from these activities.

“We aim to ensure our agencies are working with best-in-class solutions. Outbrain has the scale to drive the right impact with the right audience, and its extensive publisher partner network includes premium sites that our clients trust.”

Through the partnership, Dentsu Aegis Network Australia teams will gain unique access to Outbrain’s advanced content marketing platform capabilities including performance optimisation, audience insight and analytics, benchmark information and category deep dives.

Says Adam Carroll, head of brands and agencies, Outbrain Australia – New Zealand: “We are committed to operating openly and transparently to drive better outcomes for our publishers by working across the entire marketplace of brands and agencies. By partnering with Dentsu Aegis Network Australia, Outbrain will be able to provide best-practice content marketing planning, distribution, measurement and optimisation for more brands in Australia.

“Dentsu Aegis agencies have been extremely forward-thinking and early adopters of new technologies and capabilities we bring to the table. Most Australian brands are still experimenting with digital content marketing and run a simple model for success that is based on page-views and cost-per-click rather than a model that is engagement and performance driven.”

The primary partnership agreement will cover all Dentsu Aegis Network Australia agencies and aims to help drive stronger ROI for the increasing number of brands doing content marketing.