Outbrain Launches Attention-Based Platform Onyx

Ad tech company Outbrain has launched a platform called Onyx which promises to help clients optimise digital display and video ads for user attention.

Outbrain's software offers consumers recommendation feeds on their favourite media, and then connects advertisers to these audiences, predicting the best moment to engage based on a user's readiness to do so. The new offering focuses on optimising Environment, Technology, and Ad Experience to maximize user attention from every campaign. Onyx aims to run ads 'precisely and exclusively' in moments when users are scrolling through content of interest to them (Environment); to create new digital experiences that 'spark audience interaction at the highest attention moments to drive business impact', including new creative formats for Video and High-Impact Display; and uses an AI-powered prediction engine which it says 'ingests over 1 billion signals per minute', to predict moments of high attention.

The Onyx engine integrates Attention Unit (AU) measurement from attention-based measurement specialist Adelaide, analysing media quality signals, eye-tracking data, and full-funnel outcome data to provide a media quality score.

Onyx is currently available in the US, the UK, Germany, France and Italy, with additional markets promised later in the year.

Web site: www.outbrain.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.