Outbrain creates awareness measurement sub-brand

The platform, called Onyx, will run within dedicated, in-article environments across Outbrain’s publisher partners and features custom large advertising formats designed to drive attention from contextual pre-roll video and high-impact display experiences.

Onyx, which has been launched in partnership with attention-based media quality measurement firm Adelaide, is available for enterprise brands and agencies in the US, UK, Germany, France and Italy and will be launched in other markets later this year.

David Kostman, co-chief executive officer at Outbrain, said: “Onyx is part of our long-term strategy to become a full-funnel marketing partner, significantly growing our business with enterprise brands and agencies.

“Onyx delivers a unique opportunity for advertisers to win real attention and drive business impact while benefiting our publisher partners with incremental revenue vital to sustain free and independent journalism.”

Marc Guldimann, founder and chief executive at Adelaide, added: “We are pleased to partner with Outbrain and empower marketers to run advertising more effectively by focusing on attention metrics.

“Onyx’s combination of high attention placements and engaging ad formats is a promising recipe for marketers seeking to maximise brand impact of display and video campaigns.”