The online content discovery platform Outbrain has launched Outbrain for Chat, a new service that will help online publishers to launch content bots or applications across leading Messaging platforms. You may not have heard of Outbrain yet, but you most likely have come across some of their work online.
Some of those alluring links that you come across at the bottom of websites like New York Post, Sky News, The Telegraph and CNN are powered by Outbrain and are tailored to attract individuals using Outbrain’s behavioral analytics.
Now Outbrain, which makes money by taking a revenue cut from third-party link providers, wants to do more than provide links to content that you might be interested in. The company is now, using content bots for chat platforms, helping publishers to send you their stories through popular messaging apps like Slack, Telegram, Kik, and Facebook Messenger.
What Outbrain for Chat Can Do
Outbrain for Chat combines access to a proprietary Editorial Chat Management System (ECMS) with its unique personalization power. This results in a unique interactive content experience that allows publishers to marry true content personalization with editorial programming.
As messaging evolves from simple peer-to-peer real-time communication into multiple communication platforms, Outbrain is paving the way by combining editorial controls with personalized recommendations within chat applications that result in seamless, smart and natural communication flow.
In an interview with Small Business Trends, John Legioco, the Executive Vice President and member of the founding team at Outbrain said: “Outbrain for Chat allows publishers to deliver personalized content, using their own unique voice, inside messaging applications. For example, a user can type “top stories” and receive a list of top stories from the publisher while in the messaging app or if a user is interested in learning more about the Chinese Grand Prix, they can simply message the publishers “F1” or “Chinese Grand Prix” and it will respond with the latest news or most relevant story about it.”
Outbrain For Chat Learns
Outbrain’s content bots are dynamic and learn over time, presenting users with the most interesting stories and latest news, based on the individual’s interest graph. Users have the option to read the articles within the messaging app or save for later, plus much more.
“As younger audiences spend more and more time on messaging apps, we’re helping publishers reach audiences on a personal level, everywhere they are,” Legioco said in an article. “Outbrain is betting big on the upcoming ‘Bot Revolution,’ where messaging apps collide with content — chat apps are now so much bigger than social networks, and will soon become the new browser for how people access information.”
Legioco says that messaging is the next frontier where audiences will spend their digital lives as content bots are replacing Web sites and apps while messaging apps are becoming the new browsers.
He also says Outbrain will not disclose information about commercials at this time as the company is more focused on collecting data (e.g. audience habits) that will further inform its platform and strategy.