Navigating the Approval Process: Why Outbrain is Challenging for Small Publishers

The world of content discovery and monetization is a complex landscape, with platforms like Outbrain offering unique opportunities for content creators. However, for many small publishers, the approval process to join these ad networks can be daunting. This article aims to provide a comprehensive guide on the requirements and challenges faced by publishers in getting approved by Outbrain.

Understanding Outbrain's Approval Requirements

In recent years, platforms like Outbrain and Taboola have become pivotal in content discovery and monetization. These content marketing and content discovery services help publishers reach wider audiences by amplifying their content with relevant ads from advertisers. However, achieving approval from these platforms can be a significant challenge, especially for small sites with lower traffic volumes. This article delves into the hurdles faced by small publishers, including the requirements and reasons behind these challenges.

Requirements for Getting Approved by Outbrain

The process of gaining approval from Outbrain involves meeting certain criteria. These requirements are laid out in their official guidelines and are intended to ensure that only high-quality content from reputable publishers is showcased to readers.

Required Traffic: Outbrain requires a minimum of 10 million monthly US article pageviews. This requirement is stringent and can be difficult for small publishers to meet. The high traffic threshold is necessary to prevent click-farm operations from gaining traction and misrepresenting content.

Publisher Terms and Conditions:

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Outbrain's terms and conditions are designed to protect their network from unethical practices. Publishers must comply with these terms to avoid rejection.

Prohibited Content:

Adult content Alcohol Financial services Gambling, games/contests/sweepstakes Health services Subcriber-only content Pornography Weaponry Illegal drugs or tobacco Non-government-approved pharmaceuticals and supplements Malware Hate Scams Bad user experience

Outbrain maintains a strict content policy to ensure that only high-quality, relevant, and ethical content is disseminated through their platform.

The Challenges Faced by Small Publishers

There are several reasons why small publishers find it difficult to meet Outbrain's requirements:

Low Traffic: Smaller sites typically generate less traffic, making it hard to meet the massive pageview requirement of 10 million per month. Inadequate Content Variety: Outbrain seeks content that not only attracts but also retains readers. Small sites may lack the depth and variety of content needed to compete. Ethical Concerns: The high threshold for traffic and strict content policies are designed to combat unethical practices like click-farming. These measures can put smaller publishers at a disadvantage.

While these requirements are a challenge, they are in place to ensure the quality and integrity of the content distributed through the Outbrain network.

Alternatives for Small Publishers

For publishers who struggle to meet Outbrain's requirements, several alternatives are available. These ad networks and platforms can offer similar services with less stringent requirements:

PPC Services: Outbrain and Taboola sell services on a pay-per-click (PPC) basis. Every time a reader on a page clicks on an Outbrain link, a small fee is paid to the publisher. This can be a simple and cost-effective way to monetize page space. Content Placement: By understanding the importance of content placement, publishers can place ads strategically to drive traffic and engagement. Ethical Practices: Maintaining high standards in content and user experience can help publishers build a trustworthy reputation and attract more visitors over time.

While these alternatives may not offer the same level of traffic as Outbrain and Taboola, they can still provide valuable monetization opportunities.

Conclusion

Joining a platform like Outbrain requires meeting certain stringent requirements, which can be challenging for smaller publishers. While this is undoubtedly a steep barrier, it is important to maintain ethical standards and strive for quality content. For publishers who cannot meet these requirements, exploring alternative ad networks and ethical practices can provide valuable opportunities to monetize their content.