Outbrain DSP is a programmatic demand-side platform focused on native advertising across the open web, rebranded from Zemanta in August 2024. The platform gives advertisers programmatic access to native, display, and video inventory outside Google and Meta’s walled gardens.
Inventory and supply
Outbrain DSP connects to over 55 SSPs, giving access to inventory across thousands of publisher sites and apps. Supply includes Outbrain’s own premium publisher network alongside third-party exchanges. The platform covers desktop, mobile web, and in-app placements.
Ad formats include native, display, video, interstitial, and incentivised placements. Interstitial ads serve before or between content loads. Incentivised placements reward user interaction. All format types work across native, video, and display campaign types.
Native advertising advantage
Native ads on Outbrain DSP blend with editorial content across premium publishers. Advertisers using native through the platform report 35% lower CPCs on average. They also see more than double the CTR compared to standard display. The contextual fit of native formats drives that performance difference.
AI bidding and optimisation
An AI-powered CTR predictor estimates click probability in real time. The system shows creatives to users with the highest likelihood of engaging. Automated optimisation engines adjust bids and budgets continuously to hit campaign KPIs. Advertisers can also apply manual bid modifiers across publishers, placements, and browsers. That cuts inefficient spend or reinforces what’s working.
The platform supports both CPC and CPM pricing models depending on campaign goals.
Targeting
Outbrain DSP supports contextual, behavioural, event-based, and location-based targeting. Contextual targeting matches ads to page content without relying on third-party cookies. Bundle ID targeting enables precise in-app placements. These options let advertisers define their audience without depending on walled-garden data.
Unified platform
Since the August 2024 rebrand, Outbrain DSP and Outbrain’s self-serve platform share a single interface and sign-on. Advertisers running both managed and self-serve campaigns access everything in one place.