embrace of native advertising by publishers necessarily lead to inferior content and shady marketing practices? The native ad specialists at Outbrain are trying to make such outcomes less likely.
In the name of quality control, the company says it rejects 50% of all the “content” submitted by marketers.
“As more and more shady behavior sprouts up in the
content marketing space, it becomes increasingly important for us to stay true to our values, even if it comes at the expense of short-term revenues,” according to Outbrain CEO Yaron Galai.
To do all this rejecting, the company employs a dedicated team -- along with an anonymous editorial board -- that reviews content. Late last year, Outbrain even kicked out a number of
questionable marketers from its network using BillGuard’s Merchant Reliability Index.
On Thursday, the company is expected to announce a new partnership with the transaction
monitoring and resolution provider. Using BillGuard’s platform, Outbrain says it will be able to identify and remove crooked merchants from its network -- particularly those that target
unsuspecting consumers with unwanted credit-card charges.
Riding a wave of interest in “native advertising,” Outbrain gives online publishers a platform for recommending content
links with the hope of increasing traffic and page views.
Founded in 2006, Outbrain also promises to better monetize publishers’ content pages by leveraging recommended links to
third-party content. Outbrain publishing partners include USA Today, The Daily Beast
, Ziff Davis, iVillage, Slate
and Univision Interactive.
The major issue time and time that I have seen from this sort of vendor is that the vast majority of the content is outdated (I have seen content from this vendor on a major news sites that comes from 2008 and further back) and in some cases leads to what we called in 2009 ‘Flogs” that now has be legitimatize to be called “Native”. I would ask Mr Galai what his company intentions are on presenting verified real-time content that is currently trending not articles that announce Senator Obama is running for president. After all anyone can build link farms and call themselves a content provider. Not that hard…