“There’s a new arbitrage game in town for publishers called paid discovery. It comes in the form of links at the bottom of an article or the side of a page, links informing you of content elsewhere on the Web. In a turnabout, publishers are not only sellers but also buyers, seeing these links as fuel for quick audience growth and a cheap source of traffic for expensive content areas, like video.
Publishers usually relied for audience development on SEO, some link exchange deals with other sites and, if they were lucky, some search marketing. The problem with most paid search is that publishers are typically outbid on keywords by well-heeled marketers. Now, companies like Outbrain and Taboola are stepping in to offer publishers the chance to efficiently market their stories. This typically appears on content sites under the banner of “More From the Web,” which carries paid links from other content sites. Each provider determines which links to show with their own algorithm; Outbrain, for instance, determines how “interesting” a link will be to a reader rather than aim for contextual relevance.”
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