SPH inks multi-year tie-up with world's largest content discovery platform Outbrain

Singapore Press Holdings (SPH) has signed a multi-year strategic partnership with the world's largest content discovery platform Outbrain, it announced on Monday. -- ST PHOTO: ALPHONSUS CHERN
Singapore Press Holdings (SPH) has signed a multi-year strategic partnership with the world's largest content discovery platform Outbrain, it announced on Monday. -- ST PHOTO: ALPHONSUS CHERN

SINGAPORE - Singapore Press Holdings (SPH) has signed a multi-year strategic partnership with the world's largest content discovery platform Outbrain, it announced on Monday.

The agreement will allow SPH and its range of digital publications - including The Straits Times, The Business Times, The New Paper, AsiaOne, Stomp and Lollipop - to use the Outbrain Engage platform to fine-tune and enhance its content for readers using tools like predictive analytics and algorithmically generated content recommendations.

SPH can also tap on Outbrain's automation and personalisation technology to increase user engagement and revenue optimisation.

Ms Tan Su-Lin, deputy head of the digital division at SPH, said Outbrain's focus on audience engagement and data analytics had been a key factor in SPH's decision to work with the company.

"Through this partnership, we are confident that Outbrain will help us drive increased audience engagement, provide key insights and analytics about our core digital users, while at the same time maximise the monetisation of our audience through a native experience," she said.

Mr Anthony Hearne, Outbrain's regional director for Southeast Asia, India and new markets, noted that Outbrain had begun as a service offering content recommendations to readers, but had evolved into a platform that served publishers as well.

Other media organisations that have recently partnered with Outbrain include ESPN, Time Inc and LeMonde.