“People still want to get a click by any means possible, and here are a lot of clickbaity-type articles, “ Cherison said of the content recommendation space. “We believe in seeing quality content.”
One Kings Lane expects further efficiencies as Outbrain updates. For example, Outbrain is allowing onboarding of CRM data via LiveRamp, which One Kings Lane plans to use.
Content-focused paid media will continue to be a critical part of the One Kings Lane’s marketing mix. While “organic trumps paid anytime,” Cherison said, channels like Outbrain offer the next best thing: paying to amplify posts designed with organic engagement in mind.