With Outbrain, Tourism Ireland used content to drive potential tourists back to the Ireland.com website. Through the content on their website they were able to drive high dwell times by inspiring users to explore holidays in Ireland. In order to achieve this they did the following:1.Personalized content based on the user’s interest. For example, users identified as being passionate hikers were sent information about backpacking in Ireland. 2.Created plenty of content for users who have a broad but clear interest in visiting Ireland. Each month new content was uploaded to the site, and depending on its performance it was optimized and earmarked for broader distribution.In cooperation with Outbrain, Tourism Ireland in Germany set a key metric to measure the performance of the campaign: the key indicator was cost per session without bounce.