Outbrainthe leading recommendation platform on the Open Web, officially launches Keystone by Outbraina holistic business optimization technology created to align publishers’ full set of business initiatives and deliver a more personalized experience to their audiences.
Beyond advertising revenue, Keystone uses Outbrain’s bid and optimization technologies to integrate all revenue-generating areas of a publisher’s website, including subscriptions, eCommerce, and any other publisher-specific business objectives. Keystone was introduced to a small group of publishers earlier this week during Outbrain’s “The Future of Media” Summit.
For more than 15 years, we’ve worked closely with publishers to help them drive revenue through advertising. This has allowed us to understand the opportunities and challenges they face as they continue to optimize the user journey, while balancing business initiatives and revenue diversification. Keystone is a technology publishers can trust to get the most out of audiences’ digital experiences while maintaining quality editorial content. The expected result is a tailored user experience that fosters a more diversified revenue mix and positions our media partners for future growth.
Yaron Galai, co-founder and co-CEO of Outbrain.
While Outbrain’s current referral technology generated nearly $745 million in direct payments to Outbrain’s partner media outlets in 2021 alone, Keystone is expected to help media outlets increase their revenue through a more personalized experience. for readers on all applications and initiatives.
Dynamic user segmentation
This technology uses Outbrain’s AI conversion prediction engine to create dynamic user segmentation, and Keystone’s dashboard provides full transparency and a unified view of business initiatives to monitor and report on KPIs, report on strategies and collect information in real time.
“With publishers’ ad revenue under pressure, static experiences across all touch points are losing money,” said Amit Elisha, Keystone General Manager and VP, Products at Outbrain. “Providing a more tailored experience for readers that understands their intentions will build loyalty, which will ultimately drive repeat visits and increase a publisher’s business value.”
Keystone currently has four seed partners, including a major US news publisher and a leading European financial publisher. Early results have shown that one homepage placement, optimized for multiple campaigns using Keystone, can lead to a 30-50% increase in user engagement. Additionally, pricing is based on a SaaS model so that Publishers can implement the Keystone platform with complete flexibility, regardless of whether they integrate with Outbrain’s leading content recommendation products.