Tyroo Technologies, an APAC-based monetisation platform, and Outbrain, a leading technology platform, have signed a multi-year strategic partnership geared towards catalysing the expansion of their existing business portfolios in India.
Said Shouneel Charles, Managing Director SEA & India (Channel Partnerships), Outbrain: “We are thrilled to build on our existing partnership with Tyroo, a company that shares our commitment to innovation and excellence. This exclusive partnership will further empower advertisers and publishers to leverage the power of Outbrain’s platforms and technology and drive meaningful connections with their audiences.”
Added Bharat Arora, VP-Native Business, Tyroo: “Given that now we are into 2024, the imminent cookie deprecation looms ahead. Outbrain has the largest network of exclusive direct publisher relationships, with code on-page. These relationships give us the ability to help marketers build targeted campaigns based on keywords and topics to ensure their brand participates in the right conversations.”
Outbrain, a leading premium content discovery platform, announced the appointment of Neeraj Singhal as Director of Amplify Sales, to lead the company’s efforts in providing strategic content marketing support to brands and advertisers in India. His appointment comes at critical juncture, as India prepares for robust infrastructure and digital capabilities development under Prime Minister Narendra Modi’s Digital India initiative, which is likely to further fuel the Content Marketing revolution in the country.
Singhal brings to Outbrain nearly 12 years of experience cross the media and adtech space, having previously worked at Komli Media, Religare Technologies, the Times of India Group, and Lime Labs. Prior to joining Outbrain, Singhal was with Viacom18, where he was responsible for digital media adverting sales revenues across the organisation’s five networks – Nickelodeon, Vh1, Comedy Central and MTV.
Content Marketing is identified as the next big thing to hit the Indian advertising industry, driven largely by the burgeoning eCommerce market in India, valued by Deloitte at USD16-billion for 2015 – a staggering 300% increase from 2010. This identifies a clear opportunity – and need – for brands and advertisers to lead the conversation and develop best practice for more strategic solutions that enable them to stay relevant to their customers and target audience.
On Singhal’s appointment, Anthony Hearne, Regional Director for Southeast Asia, India & New Markets at Outbrain, commented: “Outbrain is at the forefront of helping brands get smarter with their content marketing and customer engagement needs. Content Marketing has developed from a simple ‘build content – get clicks’ model to one that can now deliver across the full funnel of digital marketing requirements. We are delighted to welcome Neeraj to the Outbrain team to help us deliver more value to our brand customers. His experience across the digital marketing and publishing space is just what we need to help us drive our business in India.â€
On joining Outbrain, Neeraj Singhal, Director of Amplify Sales, India at Outbrain said: “Outbrain has built an impressive global network of premium publishers and as content marketing has begun to gain significant momentum with one of the world’s most populous nations, some of its recent and most impressive growth has come from Indian brands and publishers. I am therefore extremely excited to join the Outbrain team. On top of this, Outbrain is building and innovating with some really smart tech tools that enable brands to subtract more business value out of their content than ever before.â€
India.com, India’s third largest online publisher and Outbrain, the world’s largest content discovery platform, announced the details of a multi-year strategic partnership. The deal will empower the media company and its properties – including Zeenews.com, dnaindia.com, Bollywoodlife.com, Cricketcountry.com, OnCars.in, Prepsure.com, BGR.in, Careerfundas.com, TheHealthSite.com, Travel.india.com and Video.india.com – to fully leverage the Outbrain guided personalisation platform.
The platform will empower India.com to manage their own content recommendations maximizing the monetisation of their audience to other content publishers, driving increased audience engagement, and providing key insights and analytics about their core digital users.
Sandeep Amar, Chief Operating Officer at India.com said: “We are really happy to partner with Outbrain, and use their technology and products to makes sure our users and advertisers get benefits from it. We are confident they will deliver the highest quality recommendations and best monetisation options for India.com. We look forward to bringing the Outbrain solutions to our advertising partners in India.â€
Gulshan Verma, General Manager SEA & India at Outbrain, commented on the announcement: “Over the last few months, we’ve increasingly observed publishers integrating their services into their sales platforms, allowing for more native placements. Previously, most of the Outbrain content was contained in a widget at the bottom of the page but, by working with the publisher’s direct sales teams, we have now started serving content in premium locations like the right rails, homepages, mobile pages, thus providing better customer experience for the reader and monetisation opportunities for publishers in India.â€
