Observed Signal · Oct 1, 2022 · Product Launch · Source: Marketecture · Impact: 2/5 · Sentiment: Neutral
Outbrain Launches Keystone SaaS Product
Outbrain is expanding beyond its content recommendation engine with a new SaaS product called Keystone, enabling publishers to configure website real estate with ecommerce, subscription offers, and other monetization options tailored to their audiences. In a MarketectureTV interview, Outbrain Co-CEO Yaron Galai explains how Keystone works and its potential to position Outbrain as a publisher-focused software provider rather than solely a content discovery platform. The discussion also touches on the trajectory of the content-recommendation space and how publishers might blend commerce and editorial surfaces to better monetize audiences. The recording stems from October 2022 and is paywalled for MarketectureTV subscribers, reflecting Marketecture’s broader coverage of ad tech and martech ecosystems.
Outbrain launches Keystone, expanding from content discovery to SaaS for publishers; signals a broader industry shift toward publisher-facing software solutions.
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Key Takeaways & Evidence Grounding
- Outbrain unveiled Keystone, a new SaaS product for publishers to configure site real estate with ecommerce, subscriptions, and other offers.
- Keystone is described by Outbrain Co-CEO Yaron Galai in a MarketectureTV interview with Ari Paparo.
- The interview was recorded in October 2022 and is paywalled for MarketectureTV subscribers.
- The move marks Outbrain's expansion from content discovery into publisher-focused SaaS.
Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Whale TV and Teads Make CTV Inventory Globally Available
Adtech company Teads is expanding its Connected TV offering with additional home screen inventory from Whale TV. Advertisers can now buy Whale TV's ad inventory in over 100 countries through Teads' Ad Manager. The two companies are expanding a collaboration that began in 2024, initially covering the Netherlands and Central/Eastern Europe. Whale TV, formerly known as Zeasn, reports 47.5 million monthly active TV devices globally, with 35% in Europe. The company works with over 400 TV brands including Philips, TCL, and Sharp. Teads now has direct access to over 500 million addressable TV devices for home screen advertising and has delivered more than 6,000 home screen campaigns since 2023. The offering includes home screen mastheads and native display formats that can expand to fullscreen video.
Teads Integrates with Koddi Commerce Media Infrastructure
Teads and Koddi have announced a new integration connecting Teads' Ad Manager with Koddi's commerce media infrastructure. This partnership enables advertisers to purchase onsite retail inventory from Koddi networks in the US and Europe, including Sponsored Product Ads and display placements on merchant and commerce platforms. The integration uses the OpenRTB standard to facilitate automated exchange between demand and sell sides, eliminating the need for proprietary integrations between Teads and individual retailers. Networks such as Wolt Ads, Gopuff UK, and Hopper are among those connected. Retailers retain control over inventory, pricing, and quality standards through Koddi's SSP. This move expands Teads' programmatic retail media offerings, allowing advertisers to plan and activate retail media alongside other channels within the Teads Ad Manager.
CTV Advertising Guide 2027 Now Available for Download
VideoWeek has announced the availability of the CTV Advertising Guide Europe 2027, a free resource providing insights into the rapidly evolving CTV advertising market in Europe. The guide includes landscape maps for five European markets, an interview with Lisa Rousseau from Prime Video Advertising, and market data from IAB Europe and EMARKETER. It also features contributions from major industry players such as Netflix, Disney, Teads, ITV, Google Ad Manager, Epsilon, Channel 4, and WPP Media. Topics covered include supply path optimization, omnichannel marketing, broadcasters' AI initiatives, converged CTV and linear ad sales, measurement, and the definitional debate around CTV. The announcement highlights ongoing M&A reshaping the sector, including ITV's acquisition by Sky, Paramount Skydance's purchase of Warner Bros. Discovery, and RTL's completion of its Sky Deutschland acquisition. The guide aims to help buyers and sellers navigate market challenges and opportunities, with physical copies available to brands, agencies, and publishers.
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