Target DMP Audiences Using Bluekai and LiveRamp | Outbrain Blog

CONTENT MARKETING & DISCOVERY

Outbrain allows marketers to target their own DMP audiences through partnerships with Bluekai and LiveRamp

| Asaf Hochman , Lior Charka

Outbrain Oracle LiveRamp DMP partnership

Today we’re excited to introduce the next generation of Outbrain Custom Audiences. Custom Audiences launched earlier this year allowing marketers to retarget their website visitors across the Outbrain network, and for the first time marry content marketing with retargeting.

Since launch hundreds of marketers, such as online retailer One Kings Lane (case study), have launched Custom Audience campaigns, achieving more than 2X user engagement, and 4X conversion rates, in comparison with standard Outbrain campaigns.

Read today’s article on AdExchanger: One King’s Lane Uses Content to Convert

But marketers want more.

Content recommendations to website visitors is just the beginning

Marketers loved the idea of reaching those who previously visited their website but they really wanted to expand on this and leverage other types of data, specifically audience segments from their data management platforms (DMP) audiences.

Indeed, as eMarketer indicates, marketers are more excited than ever to optimize their digital marketing by leveraging 1st party data, with 82% of them planning to increase their usage of 1st party data this year.

We’ve listened carefully and taken notes, and today we’re happy to announce that through integrations with two of the largest players in data – Oracle DMP (formerly BlueKai) and Acxiom’s LiveRamp – we now allow marketers to leverage their own DMP audiences with Outbrain. Through these partnerships, BlueKai and LiveRamp clients will now be able to seamlessly target their own highly qualified and valuable audiences with content across the Outbrain network of premium publishers.

Custom Audiences with DMP empowers marketers to reach consumers in different stages of their journey with the right type of content. Marketers can create unique audience segments for different types of consumers and accordingly target them with customized content.

For example –

  • Re-engage past customers with an awareness message to stay top-of-mind.
  • Target newsletter subscribers with earned media to further drive trust and engagement.
  • Target people who browsed the marketer’s products with a transactional message.

What’s next?

Custom Audiences is now rolling out with selected marketers. In order to secure your spot in the queue, please reach out to your account manager or Outbrain Support – support@outbrain.com.

Getting started is easy:

  • Define your target audience segments on the BlueKai or LiveRamp dashboards
  • Export your audience segments to Outbrain
  • Run your targeted content campaigns

In the coming months, Outbrain plans to partner with other leading DMPs to further maximize opportunities for brands to leverage their own data.

Asaf Hochman

Asaf Hochman

Senior Director of Product Marketing, he focuses on Outbrain Amplify and works with brands and agencies to do better marketing.... Read more

Lior Charka

Lior Charka

Lior is a Product Manager at Outbrain Amplify. He's just a city boy, born and raised in South Detroit. He... Read more

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