Revcontent signs Newsweek as it eyes Taboola and Outbrain
The news follows the announcement that it had acquired ContentClick, a European native advertising network, to gain a foothold in that continent.
Revcontent CEO John Lemp said its technology generally outperform other content recommendation players by two to three times in split testing, and the lowest he’s seen is a 50 per cent improvement. Its algorithm is slower to learn than its competitors’ and needs a larger sample size, he said, but yields great returns for publishers with more than 100 million impressions a month.
Lemp described Revcontent as a latecomer to the space that’s been able to build leaner and more innovative technology. It was founded in 2013.
Eighty-five percent of Revcontent’s traffic comes from mobile. ComScore, which only tracks desktop data for distributed content platforms, gives Revcontent 84 million uniques and fourth place in market share, compared to Taboola’s 203 million uniques in December.
A strong mobile base may help Revcontent gain further market share as publisher traffic shifts to mobile. It’s been devoting development resources to smaller units that work better on mobile screens, as well as changing interfaces depending on what mobile OS a user is running, for example.
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