Outbrain will serve sponsored content recommendations for Axel Springer, a European digital publisher, in a multiyear global deal that the company announced Thursday.
German digital offerings from BILD and WELT Groups, as well as B.Z., Rolling Stone, Musikexpress, and Metal Hammer will integrate Outbrain's recommendation technology to serve personalized editorial article recommendations and support monetization with native advertising. BILD and WELT will start March 30, 2022, the other brands will follow shortly thereafter. The agreement is for about three years, with an option to extend another there, according to Alex Erlmeier, managing director of international at Outbrain.
Outbrain declined to comment in more detail on what this deal could mean for additional annual revenue, but Erlmeier did say “it is a multi-hundred-million-dollar, multiyear deal that places Axel Springer in the top 10 of Outbrain publishers.”
The partnership expands on an existing relationship. “We were already working with Finanzen.net, Transfermarkt and Business Insider in Germany,” he said.
Business Insider Germany, finanzen.net, and POLITICO in the United States, as well as the media brands of Axel Springer in Spain, already exclusively use Outbrain's recommendation technology. Outbrain also worked the Bild Group from 2015 through 2018.
Outbrain also already powers recommendations in the U.S. for Politico, an Axel Springer company, but that portion of the business was not part of this cross-brand global partnership.
Key factors in Axel Springer's decision to select Outbrain were the native platform's contextual technology, which provides publishers and marketers with a way to build strategies for the post-third-party cookie era.