MUMBAI: Outbrain, the discovery and native advertising feed for the open web, announced that it has signed an exclusive long-term partnership with News X, one of India’s top English language Publishers. The partnership will allow News X to fully leverage the Outbrain Engage platform by maximising insights and analytics that will help surface the best recommendations across both organic and sponsored content.

As part of the platform offering, News X will draw on Outbrain’s proprietary technologies and tools, allowing it to marry editorial curation with personalisation, increase audience engagement and growth, and enhance its digital strategy by connecting content to revenue.

Outbrain head of India Sandeep Balani quoted, “We are delighted to launch this partnership with News X,” said Sandeep Balani. “Our focus is to equip publishers with the tools to drive monetisation by enhancing the user experience, trust and loyalty, especially against the backdrop of a saturated digital environment. Attention is increasingly difficult to secure, but content personalised for its online audience driven by Outbrain’s proprietary insights and analytics will enable News X to gain meaningful engagements.”

“Digital content consumption is on the rise in India and we are excited to tap into Outbrain’s offerings to better understand and engage our growing base of digital users through powerful and strategically placed native experiences,” said ITV Network CEO Varun Kohli. He added, “In the fast-paced world of content marketing, content distribution has become fundamental to our strategy, and we are confident that Outbrain will help us take our digital capabilities to the next level.”

“India has seen exponential growth in its online audience, primarily driven by mobile phones and tablet adoption,” said Outbrain director of business development India Anand Makhija. “This shift in the digital media landscape has opened up a huge opportunity for publishers and advertisers alike but has also fundamentally changed how they reach and communicate with their audiences. Outbrain’s premium native solution is perfectly positioned to help both publishers and advertisers further accelerate year on year growth, and solidify their excellence in native and programmatic.”