What does Outbrain's new product, Onyx by Outbrain™, deliver on what advertisers are really looking for? (DIGIDAY[Japanese version]) – Yahoo! News
Is viewability really the best metric for measuring advertising effectiveness? As technology improves and the ability to collect more data, the industry is moving beyond viewability to adopt more effective metrics.
Against this backdrop, Outbrain, the world's leading technology platform company on the open web, announced on November 16, 2023 a new product, “Onyx by Outbrain™” (hereinafter referred to as Onyx). Onyx is a display advertising and video advertising platform that emphasizes branding effects through attention, and utilizes a wide range of data on user interests, behaviors, etc. that the company has accumulated over 15 years. The solution is said to be powered by AI technology. Up until now, Outbrain's strength has been mainly in providing performance advertising for the middle to lower funnel, but what is the background behind developing a product for branding, that is, for the upper funnel? We spoke with Ayal Steiner, EVP (Executive Vice President of Brand Solutions) of the company, about the concept of attention, which is the strength of the new product, and the current state of the digital advertising market. ◆ ◆ ◆
──What kind of service is Onyx?
Onyx is a new branding platform developed by Outbrain based on attention. Powering new video and interactive digital formats, we leverage AI to predict and maximize user attention. Onyx ads only appear in articles that Outbrain believes will garner the most attention from users. For more than 15 years, Outbrain has been building technology that helps advertisers around the world acquire customers, primarily as a native advertising delivery platform. With Onyx, we are expanding our range of solutions and taking steps to build brands through interactive and impactful display and video ads. We believe that with our capabilities, data and the power of AI, we can drive better results for advertisers.
